Campaign aiming to generate Awareness of the product in the cities of Mexico, Tabasco, Chiapas, Veracruz, Quintana Roo and Yucatán. Reach 1.5 million users in the digital media.
KEY ASPECTS
The strategy focused on promoting the campaign of Doña Lucha (spokesperson for the brand).
OBJECTIVE
Generate Awareness of the product in Mexico City, Tabasco, Chiapas, Veracruz, Quintana Roo and Yucatán. Reach 1.5 million users in the digital media.
MEDIA PLAN
Since the strategy focused on promoting the campaign of Doña Lucha (spokesperson for the brand), digital media were chosen in order to generate a great impact and presence in our audience.
Facebook would allow us to reach our target during the short period of the campaign. The posting would be efficient and frequent, allowing us to perform better.
DSP would facilitate us to find the target in different sites and outside social networks.
YouTube: our main objective would be based on this platform and in order to generate a large number of views, the In-Stream format would be selected in this case.
Foursquare: Foursquare support was included to approach our target in places where the product would be distributed.
To reinforce the campaign organically, different spokeswoman memes would be posted in different Twitter influencers' accounts.
RESULTS
The strategy was a success, the use and combination of media allowed us to generate direct lines of communication and detect our target, generating interaction between the material and the user. Throughout the campaign large waves of traffic were generated on the videos of the campaign that lived within YouTube. The use of DSP, Facebook Ads and influencers on Twitter allowed us to strengthen communication and give the campaign an extra boost. Obtaining more than 1.8 million reproductions in the Nissin channel.
30 videos published on the YouTube platform, reaching more than 1.8 million views.
Memes on the official Facebook of the brand, allowed us to align communication within the Nissin community.
Several influencers made use of the meme to publish it on their own timeline and generate conversation supported with the hashtag #RapifideoyYo.
