Latin America

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Facebook's part in Mexico's fake news purge

News • 28 June 2018

MEXICO CITY: Showing it has learned from the misinformation campaigns that captured public attention in 2016, Facebook is determined to play its part in helping Mexico to run a free, fair, and truthful election.

Tecate Beer: Gender Violence

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Tecate, a beer brand, challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Hangar 1 Fog Point

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

Visa: Confederations Cup – Turning the warm-up into a scoring opportunity

Case Study • Diana Lopes, Rob Sellars, WARC Awards, Entrant, Effective Content Strategy, 2018

Financial services company Visa employed a creative content strategy in Russia to drive relevance and distinction among a younger audience.

Examining survey response styles in cross-cultural marketing research: A comparison between Mexican and South Korean respondents

Research Paper • Christoph Beuthner, Maren Friedrich, Carsten Herbes and Iris Ramme, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 257-267

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Chevrolet: 20 Days

Case Study • Erika Garcia, Christian Cardinali, Lorena Garcia, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018

Car brand Chevrolet employed a campaign to break away from the 'cut and paste' model of traditional retail advertising in Mexico to improve conversion in the path to purchase.

Chevrolet Spark CVT: The car that once again had it all

Case Study • Mariana Juarez, Mariana De Pina, Itzel Elorza, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018

Car brand Chevrolet launched a CVT automatic version of its entry-level car in Mexico with a clever, engaging campaign to convince younger buyers that affordable comfort is possible.

Chevrolet: A new generation of cars for a new generation of drivers

Case Study • Arturo Velazquez, Evert Santiago, Lorena Garcia, Carla McCloskey et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet created five car marque ambassadors and a 360-degree campaign around them to update the brand and boost sales in Mexico.

Chevrolet OnStar: Relax, you have OnStar

Case Study • Arturo Velazquez, Evert Santiago, Itzel Elorza, Agustin Cardenas et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car manufacturer Chevrolet used a content-led strategy to explain the benefits of its OnStar telematics system and appeal to car buyers in Mexico.

Chevrolet: New Generation Chevrolet Spark

Case Study • Arturo Velazquez, Evert Santiago, Mariana De Pina, Carla McCloskey, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Low engagement? Exploring artificial intelligence techniques to enhance survey experience

Research Paper • Joaquim Bretcha, Oriol J. Bosch and Ezequiel Paura, ESOMAR, APAC, 2018

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Mi Casa Es Tu Casa

Case Study • SABRE Awards, North America, PR Agency Citizenship, 2018

Weber Shandwick Mexico, a public relations firm, adapted its online platform for the Rio Olympics to help the people of Mexico during the September 2017 earthquake.

Worth a thousand words: Analysing the impact of image recognition in surveys

Research Paper • Oriol J. Bosch and Ezequiel Paura, ESOMAR, Latin America, 2018

Details the research that Netquest, an online fieldwork company, carried out into analysing the impact of image recognition in surveys throughout Mexico and Spain.

Machine learning evolving computer vision: Estimating socioeconomic levels using satellite imagery

Research Paper • Mario Abarca, Moisés Arizpe, Horacio González Duhart, Gustavo Ramírez and Marco Iván Zepeda, ESOMAR, Latin America, 2018

Kantar Mexico, a market researcher, explains how, by using widely available datasets, a state-of-the-art neural model and business knowledge, high value can be extracted at low cost from visual data.

Beyond traditionalism: Corona defies frontier mindsets

Research Paper • Elisa Romero and Alfredo Troncoso, ESOMAR, Latin America, 2018

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

Tecate: Gender Violence

Case Study • Alejandro Lozada, Ericka Tolosa, Pablo Batlle, WARC Awards, Gold, Effective Use of Brand Purpose, 2018

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

William Lawson's: No Rules

Case Study • Carlos Sologuren, Maria Teresa Olin, Rodrigo Sámano et al., WARC Media Awards, Entrant, Effective Use of Tech, 2017

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Nivea Men: The Real Fan

Case Study • Norma Jimenez, Anaid Navarro, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

McDonald's Mexico: Martes de McDonald's

Case Study • Paulina Larrondo, Patricia Navarro, Dea Perez and Paola Malanco, WARC Media Awards, Shortlisted, Effective Use of Tech, 2017

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

Digesting glocal: A feminine perspective

Research Paper • Jill Jefferis, Brisa Cristina Correa de Araujo and María Barrera Moreno, ESOMAR, Global Qualitative, November 2017

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Super-diversity research: How Danone lost the toxic legacy of targeting through cultural friction research in Mexico

Research Paper • Alfredo Troncoso, Adelina Vaca and Aranzazú Gómez, ESOMAR, Global Qualitative, November 2017

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Samsung: Exitos Mexico - Samsung Galaxy A

Case Study • MMA Smarties, Finalist, LATAM, 2017

Mobile company Samsung launched Samsung Galaxy A in Mexico, generated engagement with its audience by using a sponsored playlist on Spotify, a first for Latin America.

Easy Taxi: “Easy Ride. Easy Data”

Case Study • MMA Smarties, Finalist, LATAM, 2017

Easy Taxi, the most downloaded taxi app in the world and number one service in Latin America, increased market share and gained new riders thanks to its innovative digital campaign in Mexico.

Holanda: The coolest way to freeze hunger

Case Study • MMA Smarties, Finalist, LATAM, 2017

Holanda, a Unilever food brand in Mexico, launched Mordisko, a cookie-based ice cream, with the help of mobile technologies and personalised messages.

Warner Bros: Lego Batman

Case Study • MMA Smarties, Finalist, LATAM, 2017

Warner Pictures Mexico combined mobile, programmatic TV and out-of-home digital formats to promote The Lego Batman animated film.

Global Ad Trends, January 2018: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
M&M's: For the sake of M&M's, do not watch Game of Thrones!

Case Study • Brian Crotty, Cassiano Oliva, Juliana Melo, Thabata Hidalgo et al., WARC Media Awards, Grand Prix, Effective Use of Partnerships and Sponsorships, 2017

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.
The four moments of experience: Streamlining the process of packaging development

Research Paper • Alejandro Salgado-Montejo, Carlos Velasco, Luis Ariza, Rodrigo Salgado and Ana María Moreno, ESOMAR, Congress, 2017

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.
Doritos: Mystery – Challenging a Generation

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, Product/Service Creation, 2017

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.
OREO: Play with OREO

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

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.