Latin America

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Robert Tailor Shop: Anti-corruption suit

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

This case study looks at a Paraguayan campaign from Robert Tailor's shop to raise awareness of the political reality and the outrageousness of corruption, by positioning the brand as an ally of the people.

UNICEF: #NoNameMatch

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2014

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.

From perception to experience - a new approach to understand purchase experiences

Research Paper • Esteban Socorro and Fernando Moiguer, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.

Sensodyne - Recommended by Dentists

Case Study • European Association of Communications Agencies, Gold winner, 2006

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.

Researching the global Latin world: conducting cross-cultural qualitative research

Research Paper • Hal Daume, ESOMAR, Qualitative Research, Singapore, 1997

This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a 'ground-level' qualitative research study encompassing fourteen Spanish-speaking countries, territories and regions in Europe, and the North, Central and South Americas.

The Igassu project. The (re)construction of a brand opens a new frontier for Argentina, Brazil and Paraguay

Research Paper • Roseli Stier Azambuja and Julio Cesar Gibrail Tannus, ESOMAR, Congress, Instanbul, September 1996

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for an attractive and all-encompassing region which can provide tourist attractions, leisure, shopping, business, culture and sports.

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.
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.
Digital cosmetic transformation: How digital technologies can transform direct selling in the beauty industry

Research Paper • Urpi Torrado, Patricia Grisolle and Luis Noriega, ESOMAR, Latin America, April 2017

This article describes how Yanbal, a cosmetics brand, researched the increased use of digital technologies for its direct sales operations in Mexico, Colombia and Peru.
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.