Latin America

Insights on the region's economy, consumers and marketing industry

Latin America


Gemma Jones, ESOMAR, Latin America, Buenos Aires, April 2014
This paper explores the development of a mobile research application for commercial semiotics and shows how Virgin Atlantic, the airline, utilised it. It focuses on the commercial applications for immersive, live responses from a global community of 'cultural catalysts' as well as the specific implications and possibilities for market research in Latin America.

Iván Casas, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses how the use of social media has changed in Latin America, including effects on attitudes and behaviours, and how people interact with brands. Three yearly online quantitative surveys were conducted, finding growth in the use of social networks and changes in the networks used.

Juan Andrés Tello, Gerard Loosschilder and Leonardo Solano, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses the application of behavioural economics to branded product promotions in Latin America, with a view to understanding consumer choices and a more efficient allocation of marketing budgets. The available body of knowledge on promotion effectiveness is often incomplete, disaggregate, and sometimes anecdotal.

Natalia Gitelman, María Luz Moreno and Federico Barallobre, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses how Toddy, a Latin American cookie brand owned by PepsiCo, used digital media to launch a new product targeted at teenagers. The brand was able to turn product shortage and stocking issues into a positive by delivering stock in armoured vehicles accompanied by bodyguards, which led passers-by to share their reaction online.

Andrea Durán Sánchez and María Angélica Aya Zarate, ESOMAR, Latin America, Buenos Aires, April 2014
This paper explains the findings from research in Colombia which analysed 100 profiles of Twitter users and surveyed 200 Twitter users aged 19 to 30 years old who followed brands. The research analysed the motivations, needs and expectations of Colombian Twitter users, seeking to understand why users follow a brand.

Daniel Finder and Gonzalo Barbieri, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes research which sought to understand how consumers in Latin America, and particularly Argentina, 'multi-screen' across different devices, and what this means for the path to purchase. It was found that there are two distinct ways people move among screens: simultaneously and sequentially.

Jose Aguilar, Luis Guillen and Victor Figueroa, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in Mexico by Koleston, a hair colour brand owned by Procter and Gamble, which used social media to target women. The campaign began with an unbranded emotional video in which a celebrity famous for her blonde hair explained how she was ready for a big change.

Alejandro Rosado, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a social media campaign by Puerto Rico's government, which targeted youth with an anti-crime message. This campaign followed several failed campaigns, and so took a different approach.

Carlos Payares, Gloria Roncancio and Jonathan Romero, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Visa, the financial services company, applied analytical techniques to improve its Facebook page performance in Colombia. In May 2013, Visa had a large community on Facebook but was struggling to increase engagement and create business value.

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