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Case Study

This case study details how Netflix, a video streaming service, used an unusual political situation and Twitter to market its House of Cards political drama in Argentina.

News

BUENOS AIRES: Nine out of ten people connected to the internet in Latin America have a smartphone, according to a new report tracking trends in digital consumption and mobile apps usage in the region.

Case Study

This case study describes how Danone's Serenito, a popular dessert product in Argentina, generated close bonds with its clients and increased sales through the use of augmented reality.

Case Study

This case study relates a campaign from the Movimiento Ayuda Cancer de Mama (MACMA) that circumvented restrictions on female nudity to demonstrate breast cancer self-examination basics to a huge online audience.

Case Study

This case study describes how Coca-Cola used an innovative product redesign to drive user-generated content relating to the brand.

Case Study

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

Research Paper

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America.

Article

This article explains how international brands can engage consumers in Argentina.

Case Study

This case study describes how Unilever launched a new limited edition AXE bodyspray in Argentina and Mexico.

Research Paper

This paper details research into the online habits of millennials in Argentina, Colombia and Mexico, with a particular focus on Facebook use.

Research Paper

This paper explains how the Argentinian government set a new direction for YPF, the hydrocarbon company, when it was nationalised.

Case Study

This case study describes how the Argentine Ad Council (Consejo Publicitario Argentino - CPA) created the first national campaign in Argentina to address the problem of bullying, and placed the issue on the national agenda.

Case Study

This case study outlines a road-safety campaign by LaVoz del Interior, a local newspaper in Argentina, which used crashed cars as road signs to reduce bad news (i.e.

Case Study

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.

Case Study

This case study outlines an Argentinian campaign for Huggies, Kimberly-Clark's diaper brand, that sought to engage prospective parents via a device that enabled fathers to feel the kicks of his unborn baby.

Research Paper

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.

Case Study

This case study explains how Coca-Cola, the beverage company, created a social sharing campaign in Latin America to increase brand love, and how the relationship between research and creative was key to this.

Case Study

This case study describes a campaign by La Voz del Interior, a newspaper published in Argentina, which used innovative outdoor ads to highlight road safety.

News

BUENOS AIRES/MEXICO CITY: Almost half of mobile internet users in Latin America are aged 24 years or under, according to a new study that covered six countries in the region.

Case Study

This case study describes a campaign in Argentina by MG54, a digital communications agency, which used a celebration of an historical event to raise awareness of the agency.

Case Study

BGH, an Argentinian maker of air conditioners, used this campaign warning of the dangers of a summer without aircon to increase market share and become market leader.

Case Study

This case study demonstrates how the global "Axe 2012" campaign for Axe, the Unilever male deodorant brand, grew value share in Argentina and Mexico.

Case Study

In this campaign, Cola-Cola, the soft drink brand, challenged people's general fear and mistrust of others by creating a video compilation of real-life security camera footage showing spontaneous acts of kindness and generosity.

Case Study

This case study shows how BGH, the air conditioner company, competed with international rivals such as LG and Samsung in the Argentinian market with a humorous campaign.

Article

This report on Latin America identifies a region poised for a period of sustained growth, driven by demographic, political, technological and Chinese forces.