A Campaign whose aim was to raise Awareness of the product in the cities of México, Tabasco, Chiapas, Veracruz, Quintana Roo, and Yucatán, and hit the 1.5 million user mark on digital media.
The strategy focused on promoting the campaign led by Doña Lucha (the brand's spokesperson).
To raise Awareness of the product in the cities of México, Tabasco, Chiapas, Veracruz, Quintana Roo, and Yucatán, and hit the 1.5 million user mark on digital media.
As the focus of the promotional strategy was on the campaign led by Doña Lucha (the brand's spokesperson), digital channels were chosen which would cause great impact on, and lead to a strong presence in, the target audience.
Facebook would allow us to connect with the target audience over the short duration of the campaign. Posts would be efficient and frequent for enhanced results.
A DSP would help us identify the target in several sites and off social media networks.
In achieving our primary goal, Youtube would play a pivotal role as a platform, and we opted for the In-Stream format to trigger a huge number of views.
Foursquare would act as a back-up to bring us closer to our target right where the product would be distributed.
To organically reinforce the campaign, influencers would post memes of the brand's spokesperson on their Twitter handles.
The strategy was a real success. The combined use of different channels favored direct communication and helped us identify our target, encouraging users to interact with the materials. Throughout the campaign, traffic flocked to the videos of the campaign, which thrived on Youtube. Our move to leverage DSP, Facebook Ads, and Twitter influencers led to reinforced communication and gave the campaign that extra boost. The Nissin channel netted views in excess of 1.8 million.
30 videos posted on Youtube had over 1.8 million views.
Memes posted on the brand's official Facebook page allowed us to improve communication across the Nissin community.
Several influencers tweeted memes on their timeline and got people talking using the hashtag #RapifideoyYo.