LLORENTE & CUENCA - Brand Experience of the Year - Consumer
Company: LLORENTE & CUENCA, Madrid, Spain
Company Description: LLORENTE & CUENCA is the leading communication, public affairs and reputation management firm in Spain, Portugal and Latin America. The team is integrated by 22 partners and more than 482 professionals who provide strategic communications consultancy services to companies in all business sectors targeting the Spanish- and Portuguese-speaking markets.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Consumer
Nomination Title: “Mensaje al futuro”, mobilize your consumers around a cause
Tell the story of this nominated brand experience program for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
Pavofrío, a leading Campofrío brand that frequently works with women between the ages of 30 and 50 years, realized that many women over 30 tend to lose self-confidence. As a result, and with the objective of preventing this in the future, the brand created the Mensaje al Futuro campaign.
The spot consisted in girls between the ages of 8 and 10 years sending messages of optimism and confidence to their future self. A mobile application was also designed that allowed mothers to record their daughters sending a message to their future self in 20 years. These videos will be stored until the International Women’s Day in 2036, when the girls—then women—will receive the messages. They will be able to recall their childhood dreams and remember everything that makes them unique. The campaign was launched on October 11th 2016, coinciding with the International Day of the Girl Child.
Our goal was to boost the campaign’s visibility (since the commercial was only broadcast over the Internet) as well as to reach and expand the engagement with the campaign’s target audience.
LLORENTE & CUENCA prepared a communication strategy based on:
We performed a study that would support the campaign message with data. More than 1,000 Spanish women between the ages of 30 and 55 years were interviewed.
Media management for improved campaign visibility (exclusively in one of the most-read media outlets by Spanish women, YoDona) and the creation of a video announcement that gave us access to television channels.
Influencer’s relations plan with five top influencers within the parent community (the campaign’s target audience). Instead of boosting awareness of the brand, the aim of this action was to reach a specific audience pursued by brands and to mobilize it around a cause.
The influencers recorded their daughters with the application and talked about the campaign. They were also asked to invite followers to post their own messages in social media using the #MensajealFuturo hashtag. These five mommy-bloggers broadcast their messages in their profiles (Twitter, YouTube, Instagram, and Facebook).
Precision over awareness. The action was not aimed to improve the campaign’s awareness but rather reaching and mobilizing the campaign’s target audience who, in turn, is highly pursued by brands. The mobilization efforts were clear because nearly 92,000 interactions were obtained and most were positive. The engagement rate surpassed 17 percent.
Brand awareness in the digital sphere also improved, although this was not the main goal. We reached an audience of close to 1.02 million people and more than 325,000 views with the videos posted.
We boosted the level of trust towards the brand in a key audience for the company’s business thanks to the involvement of the five opinion leaders with a strong influence and credibility in the parent community.
We improved the campaign’s visibility: Many followers of these five influencers had not seen the campaign in other channels.
Assessment of the influencers who participated in the action:
“Although my posts about the campaign had a normal number of views, they all received 50 percent more comments than a standard publication for another brand” (Jennifer, My Petit Pleasures).
“Compared to other brands, I believe this has worked extremely well because I have received very positive feedback from people who were deeply touched by the video” (Olga, Vivir con Gusto)
This was possible at a lower cost than other company campaigns that created less awareness and engagement.
The study and the use of an informative milestone–that is already present on media calendars–(International Day of the Girl Child) were a success: We achieved close to 100 media impacts. An audience of 30 million people was reached with these impacts, for an economic assessment of €320 million.
The video announcement provided access to television channels: Three 90-second appearances in top TV channels during prime time.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-Pavofrío realized that many women over 30 tend to lose self-confidence. As a result, and with the objective of preventing this in the future, the brand created the Mensaje al Futuro campaign.
-Our goal was to boost the campaign’s visibility (since the commercial was only broadcast over the Internet) as well as to reach and expand the engagement with the campaign’s target audience.
-We performed a study to support the campaign message with data; a Media management for improved campaign visibility and Influencer’s relations plan with five top influencers within the campaign’s target audience.
-The action was not aimed to improve the campaign’s awareness but rather reaching and mobilizing the campaign’s target audience: 92,000 interactions and most were positive.
-This was possible at a lower cost than other company campaigns that created less awareness and engagement.
-We achieved 100 media impacts and an audience of 30 million people