Latin America

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Twitter and its Conversational Context: Towards a rich and relevant brand content

Research Paper • Angel Heredia Chía, Omar Schoijet and Ana Victoria Garcia, ESOMAR, Latin America, 2019

Twitter, a social networking service, detected the most relevant conversations held on its platform over the course of a year in Mexico to uncover user insight.

Cerveza Victoria: The Awesome Is Here

Rankings • WARC Media 100, 2019

Cerveza Victoria, the beer brand, increased sales by taking a stand against the discrimination of people of colour in Mexico.

Grupo Modelo: Anonymous

Rankings • WARC Media 100, 2019

Grupo Modelo, a Mexican beer manufacturer, engaged its consumers by becoming ‘hacked’ by the group Anonymous.

Behind the Media 100 Rankings: Cerveza Victoria reminded Mexicans it’s about loving who you are

Rankings • Axel Aldana Lobo, Rankings Articles, March 2019

Cerveza Victoria’s “Lo Chingón Está Aquí”, ranked third in the Media 100 rankings, persuaded Mexicans to reassess racial stereotypes.

Tecate: You need to see more Bax

Rankings • WARC Effective 100, 2019

Tecate, a beer brand owned by Heineken, collaborated with Sylvester Stallone to increase the success of its boxing sponsorship in Mexico.

Innovating for Growth

Article • Tom Pattinson, WPP Atticus Awards, Merit, 2018

Kantar Worldpanel, an international company dealing in consumer knowledge and insights, highlights what drives category growth, with surprising results in the respect that so few innovations attract new category buyers.

RAM Pro Master: Rapid Your Business Partner

Case Study • Marco Cordero, Yuridia Ruiz, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Automotive brand RAM launched a new small van model in Mexico by appealing to small business owners.

Nestlé: Excella Gold Short Audio-Musical Stories in Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Excella Gold: Fun Waze to learn: Nestlé Excella Gold case

Case Study • MMA Smarties, Gold, LATAM, 2018

Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.

Indio: Indio Vive Latino Fest 2018 + Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Indio, a beer brand, expanded its partnership with the Vive Latino music festival in Mexico by doing creative activations that could enhance the experience of their audience before and after the festival.

Pirelli: Selling Tires Through Smartphones

Case Study • MMA Smarties, Bronze, LATAM, 2018

Pirelli, a tyre brand, launched a mobile targeted campaign in Mexico to promote its tyres through geolocation tracking to reach its target audience.

BP: Say Hello to BP – Waze case

Case Study • MMA Smarties, Bronze, LATAM, 2018

BP, an oil and gas company, partnered with navigation app Waze to reach Mexico’s smartphone-using drivers.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.

The Value of Machine Learning in Privacy: Results-oriented machine learning solution in securing PII data anonymisation

Research Paper • Carlos Ochoa and Ezequiel Paura, ESOMAR, Fusion, 2018

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

Aeroméxico: A cell phone with more memory or more memories with friends and family?

Case Study • Yuridia Ruiz, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

Michelob Ultra: Making Michelob Ultra famous in eight weeks

Case Study • Yuridia Ruiz, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

Fortune of the Commons: Potentializing the power of the collective in research

Research Paper • Sofía Zacarías and Inés Cuevas, ESOMAR, Congress, 2018

Barcel Org, a confectionery and snack food brand, used qualitative ethnographic research to understand eating trends around a popular snack in Mexico to help it market its own snack products.

Kaspersky Lab: Mission - Save the World

Case Study • SABRE Awards, Gold, LATAM, Crisis/Issues Management, 2018

Kaspersky Lab, a cybersecurity company, had to shield itself from allegations of spying by providing credible interviews with the CEO to the press in Mexico and Brazil.

Ferrocarriles Suburbanos: Fashion Week Mexico at Tren Suburbano

Case Study • SABRE Awards, Gold, LATAM, Special Event/Sponsorship, 2018

Tren Suburbano, a Mexican public transport, promoted its transport in Mexico City by turning its station into a runway for fashion week.

Tequila Patron: Proudly Mexican

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (New Product), 2018

Tequila Patrón, a brand of premium tequila, promoted brand authenticity and was able to obtain vast media coverage of its collaboration with renowned Mexican director Guillermo del Toro.

Banco Sabadell personal banking: Breaking paradigms

Case Study • SABRE Awards, Gold, LATAM, Financial/Capital Markets Communications, 2018

Banco Sabadell, a banking group, promoted its launch into personal banking in Mexico via press communications with a value over $800,000 Mexican pesos.

Business Coordinating Council (CCE): Initiative Fuerza Mexico

Case Study • SABRE Awards, Gold, LATAM, Associations, 2018

The Business Coordinating Council (CCE), a private sector in Mexico, launched an initiative to help the victims of earthquakes in Mexico, which gathered big businesses to donate and distribute aid.

KLM: The Art of Flying

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (Existing Product), 2018

KLM Royal Dutch Airlines, an airline brand, promoted its brand in Mexico City by launching an exhibit at Zona MACO, a Latin American art fair.

Mars Petcare México: Adoptafest - The biggest adoption event in Mexico

Case Study • SABRE Awards, Gold, LATAM, Consumer Products/Services, 2018

Pedigree, a pet food brand, launched Adoptafest in Mexico to encourage the public to adopt a dog through a digital activation and influencer outreach.

Goethe-Institut Mexiko: Dual Year Germany – Mexico, 2016–2017

Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Research and Planning, 2018

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
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.
Antarctica's Web Series: A new way in beer branded content

Case Study • João Gabriel Fernandes, David Gross, Mariana Corradi, Mariana Nobis, WARC Awards, Silver, Effective Content Strategy, 2018

Beer brand Antarctica used a highly interactive campaign to increase engagement and awareness among young consumers in Brazil.
Building iconic brands: How to manage and position brands that are part of our heritage

Research Paper • Federico Barallobre and Sebastian Corzo, ESOMAR, Latin America, 2018

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.
Millennial lens: Deep-dive into much more than an age group

Research Paper • Constanza Cilley, ESOMAR, Latin America, 2018

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.
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.