We Don't Do Passive

UnivisionEl Chapo

An award-winning social launch campaign... 100% in Spanish.

Logo for Univision


  • Social & Content Strategy
  • Brand & Campaign Creative


  • Organic Social
  • Content
  • Meta Content


  • 3.7M+ video views
  • 1.5M+ explorations of 360º narco tomb
  • 28M+ social impressions

New Series, New Challenge

Univision sought to raise awareness of its inaugural original series, "El Chapo," on social media, aiming to attract and engage a wide audience.

200 Pieces of All-Original Content Based on the Shows' Themes, and Designed to Drive Engagement

Recognizing the influence of original content, there was an opportunity to intrigue fans with content inspired by the show's themes rather than directly lifted from the episodes, thus providing a fresh perspective and engagement experience.

The Many
The Many
The Many

From Character Portraits to Innovative Episode Teasers

The campaign incorporated 200 pieces of original content tailored to the show's themes, including character portraits reflecting their personalities and innovative episode teasers. Additionally, a 360º narco tomb was developed, allowing fans to revisit the entire first season through Facebook 360.

This Strategic Approach Yielded Impressive Results

Massive views and tons of digital explorations. With social impressions in the millions, the marketing of "El Chapo" on social media platforms was an incredible success.

The campaign's videos were viewed

.M+ Times

The 360º narco tomb was explored

.M+ Times

The campaign garnered more than

M Social Impressions

Have a similar project in mind? We’d love to talk about it.

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Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Meta Content
Web Testing & Execution
Print & OOH
Go-To-Market Planning
Brand Book
Custom Research
Portfolio Planning
AR & VR Experiential
Branded Content Series
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Social Planning
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Influencer Management
Brand Health Analysis
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Audio & Podcasts
Testing Strategy
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Market Analysis
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Social Spaces
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling