Gabriel Lucero is an Argentinian influencer on the rise, known for animating weird WhatsApp audios and phone calls. And weird 911 calls is part of 9-1-1, the new FOX series produced by Ryan Murphy. It was the perfect match to introduce our new show to a population that doesn’t know how interesting and funny a 911 call can be. So, for the premiere of the second part of the first season, instead of creating traditional trailers, we produced fake 911 calls and Lucero animated the audios and posted on his Facebook page. We translated the concept of the series into videos Argentinians love to watch, getting the attention of the population to our brand new series.

Before writing the scripts, we did an extensive research on the internet and on 9-1-1 series to find funny examples of weird 911 calls. We created two situations and recorded the audios. Then Gabriel Lucero animated the videos with his own style and humor. Then, he posted them as if they were just like his other regular videos. Once people reacted, commented and shared within the week, we made our entrance. We revealed that they were calls inspired by 9-1-1 and invited the audience to watch the second half of its season.

We got more than 5 millions views, with a total reach of 10 million people (1/4 of Argentina’s population!). And it was all organic with zero money on media or paid ads. We had a total budget of only 5K dollars for Gabriel Lucero’s work and posts, and to record the calls with actors. Shares and likes did the rest: we had more than 545K interactions with the videos. And the most important, we reached our primary goal: the series had a 45% increase in rating compared to the average of the first half of the season.