Last year, I Am Georgina came out, a reality TV show that documents the glamorous lifestyle of model, influencer and Cristiano Ronaldo’s wife, Georgina Rodríguez. The show was a viral hit, and one of the fascinating parts was Georgina’s bag collection, which includes more than 150 pieces and one of the most expensive Hermès handbags in the world.

The brief was to create a billboard to launch the second season of the show in an unprecedented way that would be in-keeping with the protagonist, Georgina, her style and interests. But beyond that, with that single billboard, we needed to use the media in an unforeseen way, generate PR, get people actively engaging with the show before it even launched, and keep the buzz going afterwards too. In short: hype the show and get fans and potential fans hooked. And we sure did.

To launch the second season, we put up a billboard. But we didn’t stop there. We then proceeded to create something extraordinary. After our 850m2 billboard was on display in Madrid, we dismounted it, transported it to a handbag workshop run by artisans with 30 years’ experience… and transformed it into patterns to create 200 designer bags. Each used a different part of the advert, making it totally unique. The design honoured the material of the billboard while still being a fashionable, desirable piece.

We then gave people the opportunity to win them by entering a competition on social media.

How? By sharing a picture of our promotional billboard on their social media accounts. People got involved, trying to win a handbag and promoting our show for us at the same time. As hype grew, influencers, TV shows, news publications and more couldn’t stop talking about the initiative.

We know the lengths people go to get their hands on an exclusive drop of a limited fashion collection or a streetwear brand, and this insight inspired our campaign: from the same billboard that announced iconic reality show I Am Georgina, we created 200 unique handbags that people could win. By taking this real human behaviour and tying it to something in pop culture that already has a lot of talkability – Georgina herself – we could connect with the target audience in an organic and authentic way.

Getting people to share our post meant that we were able to get organic reach that could grow exponentially: the call to action generated more visibility and got people engaging with the reality show before it had even launched.

First, we mounted the billboard on Madrid’s main street. That same day, we posted a photo of the billboard on Netflix’s social media. Both the billboard itself and the post explained that people could win a bag made from the very same billboard, by sharing a photo (their own or Netflix’s) of it on social media with the #IWantMyBagGeorgina (#DameUnBolsoGeorgina).This mechanic gave the idea a life of its own: thousands of people were sharing the promotional billboard to win, increasing organic reach.

While the competition was still happening, the show launched, making the most of the buzz that we had created with the campaign. A few days later, we closed the competition, and took down the billboard to begin the process of fabricating 200 designer bags. Once they were completed, we sent them to winners, which generated even more buzz as people reacted and commented on them.

Participation and engagement started immediately: before we’d finished mounting the billboard, people were stopping in the street and taking photos. Reactions to our original post were equally explosive. With 100k likes in just 30 minutes, it continued to be one of the most successful posts in Netflix history, with 1.2M interactions and 17.5M impressions, 51x more impressions and 41x more interactions than the average Netflix post. And that’s not all: 88.9% of total mentions of the show used our hashtag #IWantMyBagGeorgina (#DameUnBolsoGeorgina)Total reach amassed to more than 433.7M and total impressions 416M. Since people took the campaign into their own hands, via unpaid influencers and TV media coverage, earned media amounted to more than €13.6M.People weren’t just desperate to get a bag, they were tuning into the show too. In fact, the show shot to number 1 in Spain and was in the trending top 10 globally for 4 weeks.