Woman in a lilac top leans on a giant inflatable eggplant beneath a neon "NACHO" sign on a purple wall
Submitted by MG Empower

LIONSGATE+ Nacho Instagram Creator and Premiere Launch

Influencer Marketing

MG Empower launched the LIONSGATE+ original Nacho in the UK, Brazil and Mexico through Instagram creators and immersive premieres, reporting an average organic engagement rate of 9.8%.

400%Engagement vs Target

Case in 60 seconds

LIONSGATE+ needed Nacho, an original show about the rise of the adult industry in 90s Spain, to land in the UK, Brazil and Mexico together, which meant building hype and platform sign-ups for an edgy title across three markets.

The campaign turns on credibility rather than scale, because MG Empower sought Instagram creators already trusted in streaming and entertainment and let their individual interpretations of the show carry it, which the agency credits for the engagement.

The organizing thesis was to activate diverse and credible voices across three strategic phases, pairing content built from the show's identity, themes and characters with immersive premieres so the story moved between screens and real rooms.

Instagram creators from mega to nano tiers in the UK, Brazil and Mexico made video teasers, unboxing and UGC moments and joined interactive livestreams with cast members, while influencers at premiere events in Sao Paulo and London shared content with their audiences.

MG Empower reports an average organic engagement rate of 9.8%, which it frames as 400% of its target rate, and says micro and mid-tier creators drove the most organic traffic, while the page publishes no clicks or sign-ups.

Strategy Breakdown

Viewers in the UK, Brazil and Mexico ahead of the Nacho pilot, to be moved from awareness to consideration and sign-ups to the LIONSGATE+ platform.
Nacho is a provocative take on the rise of the adult industry in 90s Spain, so MG Empower matched its edge with cheeky event elements such as a giant inflatable aubergine, which kept the tone playful.
A new streaming original has to win consideration and platform sign-ups rather than views alone, so LIONSGATE+ set clicks and sign-ups beside reach and impressions as measures of success.
LIONSGATE+ acted as host of the show's world, staging premieres in Sao Paulo and London with cast members and yellow carpet moments so influencer and press guests could step inside Nacho.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • MG Empower

Results & Evidence

MetricValue
Engagement vs Target400% of target rate

Why MG Empower's strategy worked

  1. 1

    Casting creators for credibility in streaming and entertainment rather than for size gives a show launch voices whose audiences already follow them for screen recommendations, which the agency links to engagement above its target.

  2. 2

    Inviting influencers into an immersive premiere turns the event into content, because guests share yellow carpet moments and installations with their own audiences, so the physical event also feeds the digital campaign.

  3. 3

    Spreading a roster across tiers from mega to nano lets a launch cover the funnel, while the agency reports that micro and mid-tier creators drove the most organic traffic rather than the largest accounts.

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