Ramon Ariel De Los Santos
Creative Director / Educator / Copywriter
︎
Ramon Ariel
De Los Santos
Creative Director /
Educator /
Copywriter /
Frito Lay
Timberland
Mirror Surprise
REI #OptOutside
REI Membership
Zoolander 2
Saved By The Scan
MLB All Star Week
BFresh
Dicks Sporting Goods
Doug The Pug
Planet Fitness
Wendy’s
Dunkin
DSG Hell Week
Barilla Pasta
NY Organ Donor
About
︎
Client: Paramount
Role: Copywriter (Digital & Content)
Agency: Catalyst WME|IMG
Awards:
2015 Cannes Lions - Bronze Lion - PR,
2015 Cannes Lions - Bronze Lion - Branded Content & Entertainment
2015 Clio Awards - Silver - Engagement/Experiential
2015 Clio Awards - Bronze - Social Media
2016 Webby Winner - Online Film & Video - Live Experience
2016 Webby Winner - Online Film & Video - Viral (Branded)
2016 Webby Winner - Social - Celebrity/Fan
2016 Webby People's Voice Winner - Social - Celebrity/Fan
Challenge:
- To announce the Zoolander sequel in a buzz-worthy way that would create mass awareness and excitement around the upcoming film release
Solution:
- In partnership with Valentino at Paris Fashion Week, leading characters Derek and Hansel walked the runway during the finale of the Valentino show
- Launched a first wave of efforts including an exclusive interview with Vogue Editor-in-Chief Anna Wintour and a collaboration with mega-influencer Jerome Jarre to create unique social content in real-time
- Developed a crazy "fan boy" Tumblr page that hosts all sorts of quirky content, GIFs, etc.
- Deployed a massive influencer engagement campaign including IMG Models, WME talent and super fans
Results From First 24 Hours:
- 2 Billion impressions on Twitter (10 Tweets per second at peak)
- 367 Million impressions on Instagram
- 415 Million impressions on Facebook
- Trended Twitter, Facebook, Buzzfeed and top four posts on Reddit
- 25 million Live Story Views on Snapchat
- Featured on homepages of Vogue.com, Mashable, Buzzfeed and NYTimes
- Coverage on all major broadcast news and morning shows