Light-Speed Campaign for Pitching a Celebrity Video Series

López-Wagner Strategies and ALRAS Digital partnered with Greenpeace USA to promote the launch of ‘Countdown to Destruction,’ a three-video animated series featuring Brazilian actress Alice Braga that highlighted the need for more equitable and sustainable food systems.

López-Wagner Strategies and ALRAS Digital formed part of an international team of publicists, media experts, and communications professionals from the U.S., Brazil, and the Netherlands to build a joint strategy around media outreach and placement. Our team was focused primarily on U.S. English and Spanish language coverage.

Over the course of the engagement, our team sent 231 messages to 210 reporters to preview the release of ‘Countdown to Destruction’ with an embargoed press release and official release detailing the success of Alice Braga’s sneak peek IG videos. Additionally, our team reached out to 54 reporters around Fire Drill Friday’s conversation with Jane Fonda.

In addition to the core ask of our partnership, our team cultivated a targeted reporter add-on for media engagement by Greenpeace USA while serving as the primary media contacts. Moreover, we brought in our team’s Spanish-language expertise to support the translation of the press release, op-ed, and pitch for reporters, as well as review of the Spanish language transcript of the videos for use in subtitle files for Countdown to Destruction videos.

The combined outreach, with an emphasis on hard news, Latinx-engagement, and new-age media, secured coverage by NBC Universal - Pulso News, which is the only English language mobile-first video service on the Telemundo network for Millennial Latinx viewers nationally. Additionally, we secured placement of Alice Braga’s op-ed in La Opinión Online and in print edition as well as an interview of Braga with Telemundo’s Vanessa Hauc.

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