INTRO

“Emily in Paris” came out on October the 2nd on Netflix. It is the binge-watchable, rom-com
set in City of Lights, Paris ! The Netflix series was created by Darren Star — a.k.a. the
television genius behind such hits as Beverly Hills, 90210, Melrose Place, Sex and the City, and
Younger.

“Emily in Paris” follows the exploits of a young American woman who's recently relocated to
the French capital from the USA. According to the Netflix synopsis, Lily Collins stars as the
titular Emily, "an ambitious 20-something marketing executive from Chicago" who "unexpectedly
lands her dream job in Paris when her company acquires a French luxury marketing company
— and she is tasked with revamping their social media strategy." Viewers get to share Emily's

experiences vicariously, as well as all of the adventures and challenges she juggles, on top of
the demands of her new job, and making friends, all while convincing her skeptical colleagues
she actually knows what she's doing. Naturally, she'll also be "navigating new romances" along
the way.

Emily in Paris
 is an American comedy-drama streaming television series created by Darren Star , which
premiered on Netflix on October 2, 2020.
[2]
 The series stars Lily Collins as the eponymous Emily, an American who moves to Paris to
provide an American point of view to 
Savoir 
, a French marketing firm. There, she struggles to succeed in the workplace while searching for
love and experiencing a culture clash with her "boring" and mundane Midwestern U.S.
upbringing.
[3]
 It also stars  Ashley Park, Philippine Leroy-Beaulieu, Lucas Bravo, Samuel  Arnold, Camille
Razat, and Bruno Gouery

---------

Es sólo la comercialización en lo que mi país diciendo que es un éxito y debe ver. Al parecer
se dirige al público femenino y a quien le gusta París y los hombres franceses.
Gente que le gusta las redes sociales
La gente que le encante viajar y conocer nuevas culturas
Gente de que luste la moda

El rango de edad es enorme para mí. Todas mis amigas madres lo están viendo:
americanas, holandesas, inglesas, francesas. Mis amigos solteros -hombres y mujeres- lo
están viendo. Por eso es tan frustrante: ¿cuántas series tienen este nivel de atractivo
generacional y cultural?

Gente que le guste las comedias con un poco de escandalo.

1.2. Target audience

Nuestro target son personas de 16 a 35 años de España que son curiosos y les gusta
experimentar nuevas sensaciones.

People from 16 to 35 years-old who are curious and like to experience new sensations. Quieren
que las series sean una via de escape, y buscan un momento de entretenimiento que les haga
reír y adentrarse en otro mundo.

Hemos dividido este traget en 4 segmentos diferentes: gente que le encanta las redes sociales, los
apasionados de la moda, los estudiantes de ámbitos relacionados con el marketing, y finalmente,
los admiradores de conocer culturas, idiomas y gente nuevas, los fanáticos del viaje.

A continuación, describimos los 4 buyer persona:

Our target are people from 16 to 35 years-old from Spain who are curious and like to
experience new sensations.

They want the series to be a way of escape, and are looking for a moment of entertainment
that makes them laugh and enter another world.

We have divided this target into 4 different segments: people who love social media, fashion
enthusiasts, students of marketing-related fields, and finally, fans of learning new cultures,
languages and people, the travel fanatics.

Below, we describe the 4 buyer personas:

Emily in Paris es una serie de televisión americana de comedia-drama creada por Darren Star
para Netflix.
Nos cuenta la historia de una joven estadounidense, Emily Cooper que tiene un traslado laboral
a una prestigiosa agencia de marketing en París y se le encomienda la tarea de aportar un
punto de vista americano a una venerable empresa de marketing francesa.

Las culturas chocan mientras ella se adapta a los retos de la vida en París y empieza a asimilar
su carrera, sus nuevas amistades y su vida amorosa.

La serie nos permite analizar lo que ocurre con las barreras culturales y el uso del idioma
cuando se llega por primera vez a un país con una cultura muy diferente a la nuestra. Nos lleva
a pensar en la importancia de la diversidad cultural y la adaptación a esta. Empezar a conocer
a gente, la historia, las costumbres y las expresiones no es tan fácil como parece y más si
debes aprender y comprender esta nueva cultura para llevar a cabo tu trabajo.
Y esta adaptación no es solamente de ámbito social, sino, la cultura empresarial también
cambia mucho. Los horarios de trabajo, el pago salarial, las condiciones de trabajo y los
códigos de vestimenta son aspectos que hay que tener en cuenta. Del mismo modo, podemos
extraer grandes ventajas, como la explotación cultural, el crecimiento personal, la ampliación de
red de contactos y el aprendizaje continuo.

Una de las mayores ventajas diferenciales de la serie es la autenticidad del personaje principal,
Emily. Nos hace sumergir completamente en su vida y en su día a día, viviendo al lado suyo
cada historia y drama que le pasa, como si estuviéramos dentro de la serie.

Así mismo, resulta en redes sociales. Cuando Emily llega en París, se crea una cuenta de
Instagram en la que empieza a subir fotografías de su día a día, desde fotografías turísticas a
ramos de flores, queso, cafés y croissants. Y en el transcurso de unas pocas semanas, se
convierte en una "influencer" que atrae la atención de más de 25.000 personas.

También nos permite viajar a París, nos transporta a la experiencia de vivir en parís, aprender
más sobre la cultura y la lengua francesa y ver todos los monumentos y localizaciones
parisinas. Por un momento el espacio y el tiempo desaparecen mientras nos teletransportamos
a la ciudad del amor, con su magia y historias apasionantes.

But ultimately, the secret of its success is that it makes everyone who watches it dream with
very little, it offers entertainment in the way of happiness, although there are difficult and
complicated moments in Emily's life, it always offers tension and enjoyment.

COMPETIDORES

Nuestros mayores competidores son todas las series en streaming que podemos visualizar en
Internet, en cualquier plataforma.

En este caso, son Prime Video, HBO, Disney+ y Apple TV.

Todas ellas tienen un catálogo muy aplico de series, de diferentes géneros y con una gran
oferta de idiomas.

Igualmente, hay series que se asemejan mucho a Emily in Paris por el tipo de trama y el estilo
de la comedia romántica.
Una de las más parecidas es Love Life, una comedia romántica que presenta un personaje
principal diferente que pasa por múltiples reconciliaciones y rupturas; desde su primera cita
hasta la última.

Sex and the City, cuatro mejores amigas por la ciudad de Nueva York que se enfrentan al
trabajo, las relaciones y las amistades a lo largo de los años. El fuerte sentido del estilo y el
amor por París brillan en ambas series.

Younger, una asistente editorial de 40 años que mintió sobre su edad para conseguir el trabajo.
Al igual que Emily en París, se desvive por el trabajo y trata de mantener su vida privada para
no quedarse atrás.

Sweetbitter, al igual que Emily la protagonista conoce mucha gente, ambas protagonistas son
atendidas por las personas en las que confían y se muestran por sus nuevas ciudades con ojos
nuevos.

Y finalmente Valeria, una escritora casada que se da cuenta de que está estancada. Sus
problemas matrimoniales se extienden a su carrera de escritora, lo que la lleva a apoyarse en
sus tres mejores amigas.

Nuestra campaña de transmedia se basa en tres objetivos:

Volver a captar a los espectadores de Emily en París para la segunda temporada.

Mucha gente ha visto la primera temporada para simple entretenimiento y necesitamos volver a
llamar la atención de estos espectadores para la segunda temporada. Queremos volver a
impactar y recordares a nuestro público que estamos ahí y que tenemos otra temporada que
ofrecerles. Fomentamos el recuerdo para conseguir que finalmente vuelvan a ser parte de
nuestro publico en la segunda temporada.

Involucrar activamente a la audiencia para que participe y hacer que lo comparta en las redes
sociales.

En este sentido, queremos que los espectadores vivan experiencias mediante diferentes
medios y plataformas, y de ese modo, participen y interaccionen integrándose en el mundo de
la serie.

Crear un impacto en la audiencia.

No solo basta en crear una campaña transmedia, queremos que esta sea eficiente y de
impacto, que inspiren a la audiencia a participar. Aspiramos a hacerlos protagonistas de la
campaña, que se sientan identificados con la serie logrando así una conexión con ellos.

Nuestra idea principal a comunicar en la campaña transmedia es la necesidad de tener una vía
de escape para poder entretenerte.
A veces, tan solo necesitamos ponernos una serie y olvidarnos de nuestro alrededor y
preocupaciones un rato. Adentrarnos en otro mundo y desconectar del nuestro.

Queremos que los espectadores vean Emily in Paris como un entretenimiento encantador,
observable y sobre todo divertido. Llevar al espectador a un ensueño parisino dentro de una
historia melodramática, en la que no haya mayores consecuencias, un espectáculo que se
convierta en una dosis de escapismo necesario.

Emily in Paris is an American comedy-drama television series created by Darren Star for Netflix.
It tells the story of a young American woman, Emily Cooper, who has a job transfer to a
prestigious marketing agency in Paris and is assigned the task of bringing an American point of
view to a venerable French marketing firm.

Cultures collide as she adjusts to the challenges of life in Paris and begins to come to terms
with her career, new friendships and love life.

The series allows us to examine what happens with cultural barriers and language use when
first arriving in a country with a culture very different from our own. It leads us to think about the
importance of cultural diversity and adapting to it. Getting to know people, history, customs and
expressions is not as easy as it seems, especially if you have to learn and understand this new
culture in order to carry out your work.

And this adaptation is not only social, but also the business culture changes a lot. Working
hours, pay, working conditions and dress codes are all aspects that need to be taken into
account. At the same time, there are great advantages to be gained, such as cultural
exploitation, personal growth, network expansion and lifelong learning.

One of the biggest differential advantages of the series is the authenticity of the main character,
Emily. We are completely immersed in her life and her day-to-day life, living alongside her every
story and drama that happens to her, as if we were inside the series.

Likewise, it turns out to be in social networks. When Emily arrives in Paris, she creates an
Instagram account where she starts uploading pictures of her day-to-day life, from tourist
photographs to bouquets of flowers, cheese, coffees and croissants. And within a few weeks,
she becomes an "influencer" who attracts the attention of more than 25,000 people.

It also allows us to travel to Paris, transports us to the experience of living in Paris, to learn
more about the French culture and language and to see all the Parisian monuments and
locations. For a moment space and time disappear as we are teleported to the city of love, with
its magic and exciting stories.

But ultimately, the secret of its success is that it makes everyone who watches it dream with
very little, it offers entertainment in the way of happiness, although there are difficult and
complicated moments in Emily's life, it always offers tension and enjoyment.

Our biggest competitors are all the streaming series that we can watch on the Internet, on any
platform.

In this case, they are Prime Video, HBO, Disney+ and Apple TV.
All of them have a very extensive catalogue of series, of different genres and with a wide range
of languages.

There are also series that are very similar to Emily in Paris in terms of plot and romantic comedy
style.

One of the most similar is Love Life, a romantic comedy that features a different main character
who goes through multiple reconciliations and break-ups; from their first date to their last.

Sex and the City, four best friends across New York City who deal with work, relationships and
friendships over the years. A strong sense of style and a love of Paris shine through in both
series.

Younger, a 40-year-old editorial assistant who lied about her age to get the job. Like Emily in
Paris, she goes out of her way for the job and tries to keep her private life private so as not to
fall behind.

Sweetbitter, like Emily the protagonist meets a lot of people, both protagonists are taken care of
by the people they trust and are shown around their new cities with fresh eyes.
And finally Valeria, a married writer who realises she is stuck. Her marital problems spill over
into her writing career, leading her to lean on her three best friends.

Our transmedia campaign is based on three objectives:

Retarget Emily in Paris watchers for the second season.

Many people have watched the first season for entertainment and we need to re-engage these
viewers for the second season. We want to re-impact and remind our audience that we are
there and that we have another season to offer them. We encourage remembrance to finally get
them back into our audience for the second season.

Actively involve the audience to participate and engage them to share it on social media

In this sense, we want viewers to live experiences through different media and platforms, and in
this way, participate and interact by integrating themselves into the world of the series.

Create an impact in the audience.

It is not enough to create a transmedia campaign, we want it to be efficient and impactful, to

inspire the audience to participate. We aspire to make them protagonists of the campaign, to
make them feel identified with the series, thus achieving a connection with them.

Our main idea to communicate in the transmedia campaign is the need to have an escape route
to be entertained.

Sometimes, we just need to put on a series and forget about our surroundings and worries for a
while. To enter another world and disconnect from our own.
We want viewers to see Emily in Paris as a charming, watchable and above all fun
entertainment. To take the viewer into a Parisian reverie within a melodramatic story, where
there are no major consequences, a show that becomes a necessary dose of escapism.

who has to move to a marketing agency in Paris and is tasked with bringing an American point
of view to a venerable French marketing firm. Cultures collide as she adapts to the challenges
of life in Paris and begins to come to terms with her career, new friendships and love life.