Zaira used her Twitter to talk about a secret that she would let out in a new account @Her_Secret. TV-shows picked up on the tweet and the news spread like wildfire. She had clocked up her first 5,000 followers.

Shortly after, Zaira Nara revealed that she was to play the lead in the very first tweetnovela and talk of this new format was immediate media fodder. The tweetnovela followed the same format as the typical romantic afternoon TV soap operas, with a daily 30 minute-long episode, lasting just a week and telling the love story of two characters, Zaira and Juan backed up by 3 images.

Tweeters created the hashtag #quepasaconzaira, together with their own images, wallpapers and even profiles in other social networks all linked to the tweeted telenovela-style love story. Tweeters became community managers themselves, inviting tweets, retweeting and dissecting every last detail from each episode.

- 1,1% market share reached. 0.4 points more than targeted

- +100 MILLION Twitter impressions

- 3 million accounts reached; +2,000 Rt’s; +1,000 favs

- Over $200,000 (U$50,000) in free press.

- +12,200 followers in less than 14 days!

- Fans created Pinterest boards, changed their usernames to “Her Secret” and “Tweetnovela”, shared pictures of the fragrance and asked for a second Tweetnovela