For the second phase of campaign Niunpezporlaborda.org (Fish Fight) in Spain, Up & Coming organized the premiere of Bafta-winner Eco documentary “Hugh’s Fish Fight”.
We counted with the presence of British director Will Anderson and organized the event at Madrid’s most beloved cultural institution, La Casa Encendida, on the 2nd October 2012.
The documentary exposed the shocking reality of fish discards. We enrolled three national celebrities on board: weather forecast presenter Mario Picazo, and actors Fernando Tejero and Ana Fernández.
With our PR strategy, the campaign obtained a massive media impact:
- More than 170 clips on offline and online media in less than two months.
- Moreover, Niunpezporlaborda.org appeared in all national newspapers of Spain: El País, El Mundo, ABC, and La Razón, with high quality and targeted coverage.
- As well, we generated high quality TV clips on National TV channels like TVE (La2), La Sexta, and Canal 24 horas of TVE.
This phase of campaign generated a 165% increase in followers on FaceBook, and made Spain became the first country of the world with more online sing-ups, after the UK.
In one week of social network action, we obtained 238,000 potential impressions on Twitter.