Lady Million Blogger was portrayed by Eglantina Zingg. She explores her personality (gets anything she wants instantly), lifestyle, adventures, and interacts with fans through her blog.

She was integrated into target’s favorite Latin-American TV show “Los Caballeros Las Prefieren Brutas” (Gentlemen Prefer Them Dumb) through short-films, a cameo on the show, and a blog. She was romantically linked her to Alejandro, the protagonist; who is anxious to meet her. Their saga was shared in social media platforms and further engagement was achieved through contests to help Alejandro find her. The same storyline was taken to the small-screen through a cameo, creating a spin-off of the show. This strategy allowed driving traffic and generating a wave-of-buzz around the project; leveraging Sony, and the talents’ page on Facebook and Twitter to attract their followers to the blog, engage them on contests, and help promote an encounter between Alejandro and Lady Million.

Sales objective was over-achieved:•+200% increase in sales (vs +50% objective)(1) Consumers engaged and interacted with Lady Million Blogger, shared and followed her life and story: •+22% online WOM increase (+2% vs goal)(5)•Excellent Visibility: 73% reach (+40% vs goal)(2)•More than 35,000.000 impressions (+110% vs goal)(3) Interaction:•Total blog shares on social media: 1,366(4)•Blog visits: 124,278(4)•81,470 unique visitors to blog (+140% vs average blog visits)(6)Efficiencies•* CPM: -64% compared to a regular campaign(3)•* +110% of projected Digital Campaign goals(3) Sources:(1)Proprietary Brand Information(2)Ibope(3)Mediamind(4)GoogleAnalytics(5)Sysomos: per month increase pre-campaign vs. post-campaign launch(6)Comscore