Paramount+ on how they increased awareness of their streaming series Halo with Latin American audiences
25 November 2022 | By Jareen Imam, Sr. Content and Editorial Manager
This blog post is a part of our coverage for the annual Amazon Ads conference unBoxed. At the 2022 conference, advertising leaders gathered to see our latest products and to discuss ways brands are inventing on behalf of their customers.
Missed the event? Explore more from unBoxed 2022.
Audiences have more content to choose from than ever before and more places to watch that content. This means streaming TV brands have to find ways to not only reach and engage audiences, but also inspire them to keep coming back for more.
At unBoxed 2022, the annual Amazon Ads conference, held at the Jacob Javits Center in New York City from 25 to 27 October, we sat down with Paul Del Pin, who is the vice president of marketing and growth for the streaming division of Paramount Global for Latin America (LATAM), to learn more about how Paramount+ connects with their audiences and increases awareness for their titles.
During the interview, Del Pin shared how the streaming TV landscape is constantly evolving, and how Paramount+ worked with Amazon Ads to better reach Latin American audiences in order to promote the Paramount+ science fiction series Halo.
Tell me about the Halo campaign. How did Paramount+ work with Amazon Ads?
Halo is a science fiction video game franchise. The first games were released in the early 2000s, and now Halo is one of the biggest video game franchises in the world. In March 2022, we launched the series Halo on Paramount+ worldwide, which was fantastic teamwork.
The TV series Halo was Paramount+ Latin America’s first big campaign. The service had been launched a year ago, in 2021, and we wanted to make a statement with a big series. The campaign roll-out was huge and included every media you can imagine. And overall, the campaign was very successful and increased growth of subscribers, and it was a game changer for Paramount+.
What were the main goals of the campaign?
We had three objectives for the Halo campaign. First, we wanted to create awareness of the show in Latin America. Second, we wanted to also increase awareness of the Paramount+ brand in the region. And third, we wanted to drive subscribers to Paramount+. I’m happy to say we were able to achieve all three objectives.
Why was working with Amazon Ads important for the campaign?
We regularly collaborate with Amazon globally. And Paramount+ is part of Amazon Prime Video channels in Mexico and Brazil, which are our two key regions in LATAM. Therefore, we worked with Amazon Ads not only as business as usual, but also with incremental budget and non-traditional initiatives like Amazon Ads on-box advertising, which ran for about three months in Mexico.
During the campaign flight, we had nearly one million boxes, polybags, and mailers branded Paramount+ and featuring our biggest hits delivered to shoppers. And Paramount+ was one of the very first brands to implement this type of campaign in Mexico with Amazon Ads.
With more content to watch nowadays, how is Paramount+ keeping audiences engaged?
I think we are very well positioned to keep our subscriber base engaged, because of our quality content. Paramount+’s parent company has been shaping pop culture for more than 40 years with MTV, VH1, Comedy Central, BET, and Showtime, and specifically in LATAM with Telefe, Chilevisión, Porta dos Fundos, and TeleColombia, which were recently acquired.
Our streaming service offers audiences in Latin America about 15,000 episodes of series and 10,000 hours of content that includes thousands of blockbuster films and must-see originals as well as favourites from all times. Additionally, we have iconic IPs like Star Trek, RuPaul’s Drag Race, South Park, Acapulco Shore, De Férias com o Ex, SpongeBob SquarePants and PAW Patrol.
Our content offering is unique, and it covers all genres. The breadth and depth of the Paramount original library is enriched with thousands of hours of local productions that cater to the Latin American audience. All of this makes me feel confident that Paramount+ has the content and the creativity to engage audiences.
In your opinion, what’s the secret to a successful ad?
The secret to a successful ad is that it has to engage something in your brain or your heart. It makes you want to share it with all your friends and family, which inevitably spreads the message and the call to action.
How do you see the streaming industry evolving in Latin America?
I’m very optimistic about Latin America. Some of our latest in-house research studies show that Latin America has surpassed Europe and North America, and is already the second-fastest growing streaming region in the world, just below Asia and the Middle East.
In 2021, the region was expected to grow 21% for video streaming and 20% for audio, solidifying its position as a key strategic marketplace for the expansion of global companies, as Europe and the US are nearing a saturation point. That being said, several factors impact the current landscape, including subscription habits and changes in consumer behavior. Additionally, technology and internet services are evolving and playing a pivotal role in the popularity of streaming. If, for example, 5G technology becomes more mainstream in a short period in Latin America, that would be a boost for streaming as well.