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Credibanco: Yo me quedo en mi Negocio

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

CredibanCo, an electronic payments developer, developed a digital hub platform in Colombia to help companies avoid bankruptcy during the Coronavirus pandemic.

BCW Colombia: “Connecting in an Infoxicated era”

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

BCW Colombia, a PR and communications agency, increased brand awareness in Colombia by launching a forum event that debated a range of topics affecting the communications industry.

The power of your own diaspora: Learnings about the use of online communities

Research Paper • Pedro Fernández and Laura Catalina Gómez, ESOMAR Conference papers, Latin America, 2020

ProColombia, the national trade promotion organisation in Colombia, explored the value of establishing an online community of Colombians living abroad and the impact they can have on Colombian exporters.

Biometric to optimise customer engagement: How measurement of the no-conscious response facilitates brand relaunch

Research Paper • Francesca Castañeda Fassioli and Andrés Botero Cardona, ESOMAR Conference papers, Latin America, 2020

Belcorp, a manufacturer and distributor of cosmetics and personal care products, and Synapbox, a software company, relaunched Belcorp's Esika brand in Colombia and Peru by carrying out traditional and co-creation research activities to better understand the market before launch.

Shopping apps see growth in Latin America but conversion rate declines

Data • Rob Clapp, WARC Data Points, October 2020

An overview of shopping app performance in Argentina, Brazil, Colombia and Mexico since July 2019.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

Facebook video grows 49% in Latin America but brands struggle to attract viewers

Data • Rob Clapp, WARC Data Points, July 2020

An overview of social video views by country, content creator and genre across Latin America during COVID-19.

YouTube is removing less inappropriate content

Data • Rob Clapp, WARC Data Points, July 2020

An overview of YouTube videos and channels removed for violating community guidelines.

Colombia, Media consumption overview, 2018-2019

Data • Cinzia Petio, WARC Data, June 2020

This report provides an overview of media consumption trends in Colombia between 2018-2019.

El Tiempo: #WomenRewriteWomen

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Silver, Effective Social Strategy, 2020

Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.

E-sports struggling to attract new fans during COVID-19

Data • Rob Clapp, WARC Data Points, April 2020

An overview of consumers watching e-sports and online gaming across 25 markets during the novel coronavirus (COVID-19) outbreak.

Aguila: Abuse Disclaimers

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Entrant, Effective Social Strategy, 2020

Beer brand Cerveza Aguila repurposed its TV and radio health disclaimers to raise awareness of the dangers of excessive alcohol consumption and alcohol-fuelled violence on International Women's Day in Colombia.

Almacenes Éxito: Wednesday without VAT - The day a national strike became a promo

Rankings • WARC Effective 100, 2020

Almacenes Éxito, a retailer, increased sales and purchase frequency by siding with consumers to protest rising taxes in Colombia.

Cerveza Poker: WhatsApp Friends

Rankings • WARC Effective 100, 2020

Cerveza Poker, the beer brand, increased sales in Colombia by creating friendships with bots over WhatsApp.

Museo de Arte Moderno de Bogotá (MAMBO): The MAMBO is leased

Rankings • WARC Effective 100, 2020

The Museum of Modern Art Bogotá (MAMBO), a museum, increased revenues and number of visits through a stunt that saw it being put up for rent in Colombia.

Vive Digital Program: My Line

Rankings • WARC Creative 100, 2020

In Colombia, the Ministry of Communications & Technology launched a project that enabled even the most rural parts of its country to have access to information on the internet.

Snickers: Columbia, The Official Soccer Team of Confusion

Case Study • ANA, Gold, ANA International ECHO Awards, 2020

Snickers, a confectionary brand, increased brand buzz and sales in Colombia during the 2018 Football World Cup by creating a humorous fake team based on a misconception about Colombia.

Old Spice: The Man Who Lost His Job Because He Had a “Map”

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Old Spice, an American brand of male grooming products, increased brand awareness and growth in Colombia by launching a video campaign that showed how its products could end embarrassing sweat marks.

Museum of Modern Art Bogotá: The MAMBO is leased

Case Study • WARC Cases, 2018

The Museum of Modern Art Bogotá (MAMBO) increased revenues and number of visits through a stunt that saw it being put up for rent.

Nearly 75% of consumers want brands to avoid fake news media

Data • Rob Clapp, WARC Data Points, February 2020

An overview of consumer opinion on brands advertising on fake news media across 28 markets.

Almacenes Éxito: Wednesdays Without VAT

Case Study • WARC Cases, 2018

Retailer Almacenes Éxito increased sales and purchase frequency by siding with consumers in a protest against rising taxes in Colombia.

E-sports investment to reach $800m this year

Data • James McDonald, WARC Data Points, January 2020

An overview of global e-sports sponsorship and advertising investment and engagement among males aged 16-24 years old.

National Registry of Colombia: #NoDejesAColombiaEnVisto – #DontLeaveColombiaUnread

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

The National Registry of Colombia used traditional mass media, live events and social media to boost voter participation among young people in the Presidential and Congressional elections in Colombia.

DirecTV GO: The House of Soccer

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

Satellite broadcast provider DIRECTV used data from social media to connect audiences in Colombia with its OTT service and increase use of the platform during the Copa América.

Neutrogena: Hydro Boost

Case Study • UM, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Skincare brand Neutrogena carried out an influencer marketing campaign via social media to launch its Hydro-Boost line of products in Colombia.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
Consumers split on how brands should advertise during COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), March 2020

An overview of consumer opinion on how brands should advertise in response to the novel coronavirus (COVID-19) outbreak across 13 markets.
Consumers expect businesses to step-up and help tackle COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of consumer trust in business and government to effectively tackle the novel coronavirus (COVID-19) outbreak.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
Consumers are more approving of COVID-related advertising than "normal" campaigns

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of consumer approval of brands advertising their COVID-19 response and how they are helping customers compared to approval for brands running "normal" campaigns unrelated to COVID-19.
Global advertising spend to fall by 8.1% in 2020

Data • Rob Clapp, WARC Data Points, May 2020

An overview of advertising spend forecasts for 2020 by market, product vertical, media and format.