2021 Social & Influencer


Product/ServicePRIME VIDEO
Category D04. Social Behaviour
Idea Creation MEDIA.MONKS Madrid, SPAIN
Name Company Position
Ana Luna Media.Monks Executive Creative Director
Javier Iglesias Media.Monks Creative Director
Alberto Gómez Media.Monks Copywriter
Iñaki Garrido Media.Monks Art Director
María Muñano Media.Monks Social Media Creative
Pablo Sebastián Media.Monks Head of Video
Salomé Caballero Bosalay Director
Romina Martínez Bosalay Managing Director
Clara Hernangómez Bosalay Head of Account
Andrea Cuevas Bosalay Project Manager
Jone Coca Bosalay Project Manager
Alba Domínguez Bosalay Influencer Strategy Manager
Guillermo Arenas Bosalay Head Of Editorial

Why is this work relevant for Social & Influencer?

“Entra en Escena” is a fully fit-for-format campaign made for digital natives by a digital-first team. With the aim to drive awareness on the topic of inclusivity, we partnered with members of the LGBTQ+ community to produce authentic content for TikTok—leveraging social media’s power to start, fuel and amplify important conversations. In more ways than one, this projects exemplifies how we can wield the power of social and influencer marketing to create cultural impact and support diversity no matter where we are in the world.


Although we are living in an era of increasing acceptance of the LGBTQ+ community, there’s still a long way to go in terms of inclusivity and equality. Like in many parts of the world, Spain is no stranger the discrimination and aggression against LGBTQ+ folk—and we can’t remain indifferent in the face of injustice. To flip the scrip on this matter, though, it’s imperative that we join forces and take a stand. Knowingly, Prime Video reached out to us for help supporting the LGBTQ+ community by doing what they do best: storytelling. Combining Prime Video’s goal to position themselves as an ally and their ambition to forge closer ties with Gen Z, we took to TikTok to tell stories that can inspire a new generation to be their authentic selves, all day, every day.

Describe the creative idea (30% of vote)

From the very beginning, our goal was to help Prime Video do their part in encouraging youngsters to be true to themselves. In order to do so, we gathered some of Spain’s leading LGBTQ+ figures in entertainment and invited them to share their stories in a series of TikTok videos. We partnered with a diverse cast of creators, and supported them in bringing their content to life. To safeguard the authenticity and ensure the content would resonate with the target audience, we only told true stories from the creator’s personal experiences. While some of these content creators already had large followings, we made sure to include new faces with the potential to become sources of inspiration for those struggling to find and be their authentic selves.

Describe the strategy (20% of vote)

Because Prime Video’s priority was to get their message across within the Gen Z audience, TikTok became our platform of choice. Finding consumers where they are is key—especially when it comes to targeting this generation of digital natives—and so is providing them with content and experiences that bring value to their lives. In doing so, what better way to ensure we’re being true to their interests than by partnering with creators they already follow, or avid TikTok users that understand the format? Moreover, not only did the creators we partnered with produce specific content for TikTok, but we also carried out the casting process on that platform.

Describe the execution (20% of vote)

To kick off the project, we asked the TikTok community to share their stories through the social media platform or by submitting their video to the campaign’s official website—which was specifically developed for the occasion. Out of the 400 videos received, we picked six inspiring stories from diverse creators with the most potential to resonate with the audience. But because some of them didn’t feel safe showing their face on camera, we launched a TikTok casting in the lookout for nonprofessional LGBTQ+ actors to bring those stories to life. With the cast in place, we worked together to create six fit-for-format films to be shared on TikTok. Once the 6 episodes were available on Prime Video’s profile, as well as the creators’, we partnered with additional LGBTQ+ allies to amplify our reach.

List the results (30% of vote)

As a result of this campaign, Prime Video registered 7+ thousand hours of viewing, over 8 million views in one week and more than 22 million views of the hashtag (search for stories + casting + chapters) on the platform.

Please tell us about the social behaviour that inspired the work

This campaign was born from both the need to show support of the LGBTQ+ community and the goal of connecting with Gen Z—a generation known for its courage to speak their mind and fight for justice. But while this may be the most inclusive generation to date, there’s still a long way to go in terms of acceptance and equality—both within Gen Z and beyond. Although social media has democratized access to content and helped spread awareness on some very pressing issues, it has also provided fertile ground for people to attack others while hiding in anonymity. Therefore, we set out to change the narrative by using TikTok to spread positivity and make people feel seen, valued and included.