Campaign details

Brand: ABInbev
Lead Agency: Publicis
Region: LATAM

Strategy

Objective

Connect the brand (Pony Malta) with the Colombian teen target using a 100% mobile-influencers campaign. Increase Musical.ly's app downloads in Colombia and Reach between 500 and 800 videos created by the target users of the Pony Malta challenge released as #PonyMuser

Target Audience

The marketing challenge of this campaign was to reach an emotional connection with Colombian teens (Pony Malta consumers) using an innovative strategy based on social media interaction made by influencers through Musical.ly's app. The engagement strategy allowed the brand and consumers to work together on the content creation process made 100% on mobile devices.

Creative Strategy

The communication strategy of Pony Musers mobile campaign was aimed at building an alliance between two teenage-focused brands such as Pony Malta and Musical.ly. This partnership allowed us to directly impact consumers using social media influencers to make customized branded content only generated as the result of engagement and interaction.

Context