U.S. HISPANIC
Exile: We developed a digital brand behind our IPs that can be turned into other formats
Maribel Ramos-Weiner| 14 de septiembre de 2022
Andrés Bayona de Exile Content Studio
When Andrés Bayona, director of Creative Digital Production at Exile Content Studio, joined the company in January of this year, his first challenge was designing the digital and digital production strategic plans for Exile and its divisions.
Previously to Exile, Bayona developed the digital and production strategy for the first digital news division in English of RCN Colombia, and in 2017 he became joined the Mexico team that developed the consolidation strategy of the media in Spanish for Univisión and Grupo Televisa, with the purpose of achieving a more unified approach in digital strategy and content production.
He has also been tasked with putting together the strategy of digital communities and influencers who have become key players in the promotion strategies. “La Casa de Los Creadores was born as an original format where we based on the premise of creating original social content, where talent was the driver to achieve the best organic reach, just what was needed to attain that interesting convergence between audiences, both own as of the talents. And to that extent, we developed this concept of talent-driven as a limited series, in which we carried out an entire digital distribution strategy guided by consumer insights from digital platforms to insert the project into the digital conversation.”
The series of La Casa de Los Creadores was totally adapted to Snapchat to create, according to Bayona, “that buzzworthy content”, together with an elite talent that has more than 40 million followers on their social media. “The big picture is that we were able to largely illustrate the ability to talk to the consumer and use content in which visual, verbal, and non-verbal language is adapted to digital consumption, plus having the talent that organically attracts our audiences. It was very gratifying to have led both the digital strategy and distribution as well as the production of the show’s digital promotional content,” he said.
They are always working on new IPs and other projects, both in development and new. He mentioned Elemental, a new space dedicated to protecting the environment and raising awareness through inspiring stories that revolve around the planet. “We launched the first season of the podcast a few months ago and each episode has a story related to some of the most relevant issues about the environment, nature, and well-being, including pollution, deforestation, ocean pollution, and livestock, among others. others,” he explained.
Elemental reached one of the top five most listened to podcasts in the documentary category in eight countries in Latin America. “We are about to begin the production of the second season and as a result of that, digital plays a very important role because we are developing an entire digital brand behind it, which can be turned into other formats, whether it is another podcast, a documentary, a movie or an animated series,” he pointed out.
