The campaign proved to be too provocative for some media outlets. As the momentum increased, we took her to those networks that were willing to show her. Some English-speaking and even the more traditionally lax Latino networks would not approve of airing our content. We obviously knew we had the makings of a successful campaign in our hands.

The principle channel used to communicate the creative strategy was Online Video. The first such video establishes the Samba Dancer as the beautiful game, followed by three benefit videos that demonstrated how the beautiful game is made more beautiful by watching it through the Hopper DVR from DishLATINO.

In addition to Online Video, our campaign included a YouTube Masthead Takeover, which helped drive upper funnel demand that was later harvested by Search and retargeting efforts.

In addition to a robust non-brand and branded search campaign, other channels included Digital OOH, Social, Desktop/Mobile Site, Influencer Marketing and Rich Media.

Digital Activations were +32% vs. YAG from campaign launch through the end of June. The +32% vs. YAG activation result was a major triumph given the intense in-category competition, DirecTV’s perceived superiority in the world of sports, and that DishLATINO’s success is directly measured by new subscribers.

The campaign generated nearly 5MM video views, which exceeded initial goal by 370%. As for the World Cup Search Ranking: Search outranked official World Cup sponsors on the query “Copa Mundial,” maintaining the #1 spot throughout the entire campaign. Digital Banner click through rates outperformed the benchmark 2X, while YouTube mastheads exceeded YouTube completion rate benchmark by 189% (mobile) and 68% (desktop), and Undertone PageGrabber exceeded Undertone benchmark by 40%. These results (search ranking, video views, CTR) speak to the campaign’s on-field success in creating engagement with the very consumers it needed to win the day – hardcore Latino soccer fans. In turn, this engagement drove the +32% growth in subscriptions.

Lastly, the buzz for the campaign (as measured by the 10 articles written about it) speaks to the campaign’s success in not only overcoming our challenges, but in being considered among the industry’s best work in support of the World Cup.