Creator Campaigns for Entertainment Launches | Mediaset Infinity
Between 2022 and 2024 I contributed to the development and coordination of creator campaigns for entertainment title launches on Mediaset Infinity, activations designed to generate awareness, engagement, and conversation around new content. The work spanned creator strategy support, activation coordination, and performance supervision, with a focus on cultural relevance, narrative consistency, and community impact.
Creator campaigns for entertainment launches
Entertainment launches on streaming platforms need more than traditional advertising: they need cultural conversation. Creator activations bridge that gap by putting titles in front of audiences through voices they already trust, on the platforms where discovery happens organically.
At JAKALA, I worked on multiple Mediaset Infinity launch campaigns, supporting strategy, coordinating creators across platforms, and tracking performance against awareness and engagement goals.
UPA Next, Y2K nostalgic activation
For the launch of UPA Next (Un Paso Adelante Next), we built a multi-platform creator activation on Instagram and TikTok around the nostalgic Y2K trend, aligning the show's energy with a cultural moment that resonated with the target audience.
Creators brought the title into their own visual language: branded merchandise, reactive content, and trend-native formats that felt organic rather than promotional. The goal was conversation and discovery, not just reach.
Attacco al Potere: Paris Has Fallen
For Attacco al Potere: Paris Has Fallen, the activation took a different shape: creator involvement on Instagram and YouTube to reach audiences aligned with the title's tone of voice, action-thriller, high stakes, cinematic energy.
Platform choice mattered: YouTube for longer-form reactions and discovery, Instagram for visual storytelling and immediate engagement. Creator selection prioritized affinity with the genre and audience, not follower count alone.
Strategy, coordination & performance
My role across these campaigns included:
- Supporting creator strategy definition aligned with title positioning
- Coordinating multi-platform activations across Instagram, TikTok, and YouTube
- Supervising content for narrative consistency and brand guardrails
- Monitoring performance and translating data into optimization insights
- Focus on cultural relevance and community impact, not vanity metrics alone
Results
Across the entertainment launch campaigns on Mediaset Infinity, the creator activations delivered measurable impact:
- 17M+ total views across campaigns
- 2.55% average engagement rate
- Cross-platform creator activations on Instagram, TikTok, and YouTube
These results reflect what happens when creator strategy is built around cultural fit, platform-native formats, and coherent storytelling, not one-size-fits-all influencer posts.