THE HANDMAID'S TALE
THE HANDMAID'S TALE
Creative Direction:
✶ Elisa Schwarz
Elements:
✤ Social Media Strategy
✽ Storytelling Development
Paramount brings a dystopic future to Latam with #HandmaidsEnParamount
At first sight, The Handmaid’s Tale didn’t seem to have the potential to resonate with Latin American audiences, but combining storytelling with audience insights, our social media campaign for the premiere of the show in the region developed a connection with these audiences through real happenings in the society.
By identifying key parallels between the potential horrific future portrayed in the Handmaid’s Tale, and the specific realities people in Latin America face every day. Combining those insights with a storytelling-driven campaign, we showed audiences that the realities of Gilead are not as unlikely and unrelated to them as they may seem.
Through this storytelling-driven, multi-platform social media campaign, we successfully yielded outstanding results for the premiere of The Handmaid’s Tale. The show generated unprecedented ratings, becoming the #1 show on-air among Paramount Channel’s target audience in Mexico and surpassed social media engagement levels for the channel.
