Margarita wasn’t a campaign. It spread.

When fans lead, brands follow.

For Season 2 of Margarita (by Chris Morena) on HBO Max, awareness wasn’t the problem.

Belonging was.

The fandom was already there

—but brands usually sit outside of it.

We did the opposite.

We didn’t speak to the fandom.

We stepped inside it.

“Haditas al poder” turned superfans into characters inside the narrative.

They weren’t just reacting to the show —

they were asking for it.

It started as posts.

It became coordination.

Then momentum.

What started as a voice… became many.

Until it reached the real world.

At the Floralies in Buenos Aires,

fans gathered to demand the release of Season 2.

And the platform responded.

Because at that point,

it wasn’t a campaign anymore.

It was a signal.

 

WHAT THIS PROVED

Fandom is not an audience.

It’s a system.

You don’t control it.

You choose to be inside it.

Campaigns push messages.

Fandoms pull them.

The shift isn’t creative.

It’s structural.

CREDITS

Creative Lead — Pancho Ortega

Creative Team — Macarena Trabajo, Christian Mieles

Graphic Team: — Catalina Noriega, Cristhian Vega Amaya

Creative Producer — Yanina Piva

Creative Direction — Marcela Ramsfelder, André Takeda

Marketing Leadership — Natalia Akel, Carolina Liporace, Florencia Herrero