Playboy
x Bad Bunny
The Challenge
The Brand Agency was tasked with amplifying press coverage for PLAYBOY’s first-ever digital cover since the magazine ceased its print operations. Featuring Latinx icon Bad Bunny, this marked the second time a man has appeared solo on a PLAYBOY cover aside from Hugh Hefner himself. Additionally, The Brand Agency set out to expand its scope to secure not only national US coverage, but also to tap into notable Latinx outlets, given Bad Bunny's audience.
data-driven results
The Brand Agency secured over 14 billion media impressions across digital, broadcast and print. As a result of our efforts, PLAYBOY's first digital cover featuring Bad Bunny went viral with over 14 billion media impressions from outlets across the entertainment, music, lifestyle and Latinx spaces including People En Español, CNN, The Guardian, E! News, Billboard, Yahoo!, Entertainment Tonight, GQ Mexico, and many more. Coverage spanned online, social media and broadcast verticals. Adding to this campaign's virality, we also were able to secure Instagram posts with PLAYBOY's images and/or cover from accounts like Entertainment Tonight, E! News, COMPLEX and more.
