Orange is the New Black is sometimes much like a Mexican Telenovela: both have a dramatic storyline, catfights, and over-the-top villains. What if we turned OINTB into a Mexican Telenovela? What if the most iconic telenovela villain of all time, Soraya Montenegro, would get transferred to Litchfield and terrorize the inmates with her infamous "Maldita Lisiada" performance? “Naranja Es El Nuevo Negro" was born. (Or Orange is the New Black in Spanish, starring Itatí Cantoral, Mexico's favorite telenovela villain.) We knew that Itatí sharing a scene with characters of the show would create a strong PR specialism that used an influencer to generate immediate buzz that would create major conspiracy theories of how she might be on the 5th season.

We made Itatí audition to become the newest addition to the Litchfield prison as the newest bunk mate to our lovable latina couple: #Flaritza. So the story goes, as the Latinas realize that it is indeed THE Soraya Montenegro who is their new bunkmate, they react in full fan girl fashion and beg Itatí to recreate the famous "Maldita Lisiada" scene. Itatí in turn tries to stay in character, because she (the actress) wants to get hired for Season 5! A very funny back and forth ensues as she teaches them her telenovela acting skills, auditioning to become the newest member of the cast… all ending terribly for her as all they really want her to do is #CryInSpanish! We reached our Mexican audience through a video posted on multiple social platforms (Facebook, YouTube, Twitter). The campaign ran between 22/05/17 - 05/06/2017.

The results of the social video were as expected and the conversation went viral in matter of minutes. We got the entire country of Mexico to talk about Orange is the New Black prior to the new season launch, and it spread to the US Hispanic market, with the video having generated over 26 million organic video views within the first 24 hours of being published. It broke all kinds of records and became the most successful Netflix video worldwide. It holds a total of 45 million+ combined views, over 4 million reactions and 1 million+ organic comments and shares to date. Everyone was talking about it, including the press, with over 300 press notes! Thanks to our social influencer Itatí Cantoral and this clever content marketing campaign, we broke the Internet and got more than 50 million people to talk about our show prior to the new season launch!