The content creator Ceciarmy wants to start a new stage of communication. He has admitted to his community, made up of more than 13 million followers, that he has been wrong and that throughout these years he has made mistakes. He assures that he does not want to transcend as an account that “steals content”, makes memes or seeks to generate viral videos, and explains that his true passion is helping people. And to convey it, he has created a social media strategy that has involved everything from crashing a Ferrari to a digital spot.
The initiative has been worked together with Batido, the creative consultancy specialized in social networks and multimedia projects of the creator Nil Ojeda, and has sought to take advantage of Ceciarmy’s notoriety and the amplification power of social networks and the media to generate visibility around the new account that the creator has launched to centralize his new content.
The strategy has consisted of developing storytelling around Ceciarmy’s new car, a Ferrari. In a first video you could see the creator washing the vehicle and talking with an older man who admired the model. Motivated by the man’s enthusiasm, and reflecting the new stage that Ceciarmy is undertaking, he decides to make his wishes come true and allows him to drive the car.
However, the development of the story continues with an alleged accident. As the creator shared on his profiles, images that were also echoed by other accounts, the Ferrari ended up stamped at the entrance of a nightclub, with the alleged intervention of the police and Ceciarmy being monitored by health personnel in an ambulance.
Hours after the fictitious situation went viral and was picked up by the media, Ceciarmy has revealed the truth behind the videos through a digital advertisement. Continuing the storytelling, the creator is imprisoned as a result of the accident and accompanied by two police officers played by Jordi Sánchez and Nacho Guerreros, who give life, respectively, to Antonio Recio and Coque in the popular series “La que se cerca”.
In prison, Ceciarmy is visited by the supposed figure of God, who is played by an actor with a striking resemblance to actor Morgan Freeman, in what appears to be a reference to the film “Like God.” Everything seems to be a dream in which the creator reflects on the way in which he has built his positioning until now, but at the end of the spot, it turns out that this man in white has paid his bail and, therefore, is now free. Free, as it is inferred, to be able to embark on a new path.
“I know, kids, that I have made mistakes, that I have done many things wrong. I know there are many people who believe that I am an account that ‘reuploads’ content from others. But I want to show you that I’m not just that“, comments Ceciarmy in an additional video in which he expands on his motivations and explains the strategy developed. “My true passion is not just making numbers, it is not making something viral. My true passion is to help people, to take advantage of the influence I have to do something better, to inspire, to motivate, to give opportunities. This white mask symbolizes a new you. And this year I don’t want to be just a big account, I want to be someone who creates and adds value”.
Ceciarmy’s new stage does not imply, at least for now, that it will stop collaborating with brands. And as part of the communication strategy, the creator is holding a raffle for his car, a BMW i8, and the video is sponsored by Fini Golosinas, whose product is visible on multiple occasions and in a format accompanying the creator’s explanations. What’s more, the contest prize includes a lifetime supply of the brand’s candy.
For his part, Nil Ojeda has shared some keys to the strategy and creative process on his LinkedIn profile. To do this, he has resorted to sketches and illustrations created, as the legend states, using traditional manual techniques and digitization through scanning, but not with artificial intelligence. Together with them, ask the professional community about their opinion and invite reflection: “Is it too much or is it simply what it takes to attract attention today?”, he questions.
