The beginning of an obsession:
A few months ago, reviewing the trends in social networks in my home country, Peru, I was surprised to find that a reality-type program was going viral. Its name was “El Gran Chef Famosos”. To be honest, I wasn’t interested in watching it, as I don’t enjoy national television. Additionally, I no longer live in Peru so I thought it would not be possible to tune in so I forgot about it.
Months later its content is even more viral than back then. It is on all social networks, regardless of social, cultural or economic sector and even gender. As curiosity killed the cat, I embarked on the adventure to see what this phenomenon of Peruvian television was all about.
I started with short videos on TikTok, which became 3 hours of simply watching clips of funny moments from the competition in its 4 or 5 seasons. Then YouTube decided it would be a good idea to propose the content to me on their platform. Algorithm? Luck? Coincidence?
It was to my surprise to discover that Latina’s YouTube channel had all the episodes available. They also offered them live so you can keep up with the show from anywhere in the world. To sum things up, each episode is an hour long and I can say that after a couple of clicks, a few days and about 14 hours later I am also a fan of this reality show. I have been watching it since season one living every episode as if it were live.
But what is this show about?
Less than a year ago, Latina, a Peruvian TV channel, premiered a new format for its prime-time slot: “El Gran Chef Famosos”. Aiming to offer the Peruvian public fresh content from what they are used to. The reality TV show brings together 12 personalities from the artistic, television and social media in a kitchen. Here they compete to see who will be crowned as the best cook, even though none of them possess any prior knowledge or culinary expertise. It premiered 10 months ago and already has 6 seasons. According to the manager of Latina, El Gran Chef Famosos has an audience of 550 thousand people per episode. Additionally, on its YouTube channel, each episode has an average of 400k views.
Now that we know a little more about El Gran Chef Famosos…
Let’s talk about digital marketing and how it had a significant impact on its success.
First, let’s talk about the audience. Initially targeting women 26 years and older, this show is managing to captivate a wider range of viewers. Including young people, regardless of gender, who are increasingly away from TV content. El Gran Chef Famosos is a program that managed to unite different audiences and even families. They propose fresh, fun and exciting content that brings participants from the digital and traditional media, thus capturing the attention of a younger audience. They are applying the so important “INFLUENCERS MARKETING”.
In addition, the jurors are fresh faces that click with the audience. Above all, the participants are seen outside their facets of characters. They are showing their more human side with the full range of emotions that this includes, bringing them closer to the viewer.
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SOURCE: El Comercio Peru.
Secondly, let’s talk about the great content in social networks for El Gran Chef Famosos.
Latina is proposing an interesting omnichannel system which is helping them to be present all over the world. Their YouTube channel is growing exponentially. When episodes are released, they can reach over 200,000 views within the first 24 hours. You can also watch it live on their App and their website. You can access all their content for free.
It is also present on TikTok where not only the official accounts present edits or sneak peeks but also fans. Making the content go viral and reach more people. On Twitter, they are continuously trending and they even have viral content. This type of “SOCIAL MEDIA MARKETING” is helping create a community and retain and attract new users to consume the final product.
Additionally, we have the “SPONSORSHIP MARKETING”. They collaborate with brands resulting in mutual gain. The producers receive the sponsorship while positioning the brand in the audience’s mind.
The success of this program at national and digital levels brings us closer to an era in which the creative industries can no longer turn their backs on the digital world.
At this time Latina monetizes not only through its sponsors but also through its digital platforms. They are joining generational gaps where it does not matter the age, platform or even the country to consume the product.
Now everything and everyone can connect in real time.