Netflix Spain
A viral campaign for the launch of a new season of Paquita Salas — a local Spanish series competing against global streaming giants. The character was brought to life across social, video, and offline to drive massive attention and actual viewership growth.
The challenge
Local series vs. global favorites
Spanish Netflix faced a tough reality: local series struggle to compete with all-time favorites like The Office and Stranger Things. Paquita Salas, a beloved homegrown sitcom, needed a boost for its new season launch — but the budget for traditional paid media was limited.
The task was to create genuine cultural buzz and get audiences rushing to watch — without relying on expensive ad placements.
The solution
Bring the character to life everywhere
Paquita is charismatic, loud, and impossible to ignore — exactly the kind of energy that spreads organically. Asya Ershova — our Social Media Strategist — built the entire campaign around her as a real person, not just a TV character, placing her in unexpected real-world contexts.
Every touchpoint was designed to be shareable and to deepen the audience's relationship with the show.
Campaign highlights
Full curation from concept to distribution — Paquita visits the Netflix office, interviews Eurovision stars, travels to Mexico, and more. One branded video hit 1.9M views alone.
Paquita listed items from her agency on real secondhand marketplaces — creating authentic, earned media moments that felt completely native.
Sticker packs and GIFs with scenes and quotes designed for daily conversations — turning fans into organic distributors of the brand.
Paquita's social profiles, full content plan, and active community management — building a dedicated 169K-follower audience for the character.
Paquita on the covers of vintage-style TV magazines created a viral stunt that was picked up and spread across social media organically.
Results
Let's talk
Want results like these?
Tell us about your brand and goals — we'll build the strategy.