ViX Micro
ViX Micro is a vertical, short-form drama format built around the viewing habits of a mobile-first Spanish-speaking audience. I shaped the launch as a product story - not a content marketing campaign - coordinating PR, CRM, OOH, social, creator activity, and paid media around a clear adoption funnel with 90+ originals in year one.
4 decisions that made this a product launch, not a content push.
The brief could have been run as a content campaign. Instead we treated ViX Micro like a net-new product - with an adoption funnel, a retention plan, and a creative framework designed to scale to 90 titles without losing a consistent format voice.
One format, one story.
Locked the 3-minute vertical episode as the single creative unit. Every title, promo, and key art had to reinforce the same product identity regardless of genre.
Habit over hype.
Set a twice-weekly release cadence on Tuesdays and Thursdays. Predictability builds habit. Habit builds retention. Retention builds the business case.
Creators as discovery engine.
Activated Spanish-speaking creators across TikTok and Instagram as the primary awareness layer. Their audiences matched the target. Their formats matched the product.
Paid media scaled what worked.
Used organic creator performance as the signal for where to double down with paid. Lower creative costs, higher conversion, faster learning cycles.
The audience already told us how they wanted to watch.
The format was not the innovation. Vertical video, 3-minute episodes, serialized drama - none of this was new in global markets. The opportunity was bringing the format home to a Spanish-speaking audience with a library built on telenovela DNA and modern production values.
What made the launch work was refusing to treat ViX Micro as a bolt-on to the main platform. It got its own key art system, its own creator mix, its own tone, and its own measurement framework.
Product before promotion. Every launch decision was anchored in adoption metrics - not campaign metrics. Trial conversion, repeat consumption, session depth, and time to second episode were the numbers that mattered.
The result: a format extension that performs as a standalone product line inside ViX, with a launch playbook now being applied to future category launches.