Context
Induveca, a brand that embodies Dominican pride, sought to continue the love story of its most famous food couple, Mr. Salami and Ms. Tostón.
Induveca, a brand that embodies Dominican pride, sought to continue the love story of its most famous food couple, Mr. Salami and Ms. Tostón.
Mr. Salami and Ms. Tostón go way back, to a time when Instagram was cool and Instastories didn’t exist. They went on dates, fell in love, had adventures, and, after all that, they got married... For real, they legally tied the knot, making it the event of the year.
Idea
On Valentine's Day 2023, their story was about to take a twist. Ms. Tostón was pregnant, and that baby was soon to become a new Induveca product. However, for the first 9 months, it was only going to be the digital telenovela "Amor Super Especial".
On Valentine's Day 2023, their story was about to take a twist. Ms. Tostón was pregnant, and that baby was soon to become a new Induveca product. However, for the first 9 months, it was only going to be the digital telenovela "Amor Super Especial".
Process
First, we had to plan the story of the telenovela long-term and get it approved. After that, by the first of every month, we had to have all the scripts and storyboards ready so that the Art Director could illustrate each episode on time for the VoiceOver and animation.
First, we had to plan the story of the telenovela long-term and get it approved. After that, by the first of every month, we had to have all the scripts and storyboards ready so that the Art Director could illustrate each episode on time for the VoiceOver and animation.
We had to record each chapter weekly. Thank goodness! By that time, it was completely normal to conduct audio production via Teams. It was one of the only reasons we could maintain day-to-day work alongside this project.
And even though I participated in and reviewed many of the scripts while I was still at Mullen, these four I made myself.
Results
-This marks the first time in the history of the brand's TikTok account that a video has surpassed 4.5k views.
-It also marks the first time that the brand became a trending topic on TikTok in the Dominican Republic.
-During that month, we observed a 2,161% increase in viewership for the top-performing video.
-Additionally, that month saw the second most viewed and commented-on episode of the entire series.
-It also marks the first time that the brand became a trending topic on TikTok in the Dominican Republic.
-During that month, we observed a 2,161% increase in viewership for the top-performing video.
-Additionally, that month saw the second most viewed and commented-on episode of the entire series.
If you want to see the rest of the novel, just click here.
Credits
Creative Director
Franchesca Bueno
Creative Writer
Lorena Borquez
Natasha Haddad.
Lorena Borquez
Natasha Haddad.
Script Writer
Franchesca Bueno
Lorena Borquez
Loraine Nina
Franchesca Bueno
Lorena Borquez
Loraine Nina
Content Manager
Loraine Nina
Loraine Nina
Art Director
Jean Carlos Velazquez
Jean Carlos Velazquez
Brand
Induveca
Induveca
Category
Food
Food
Agency
MullenLowe Interamerica
MullenLowe Interamerica
Year
2023
2023