Post by sumaiyasumi8855 on Oct 29, 2024 8:43:33 GMT
Did you know that, according to the latest Hootsuite Digital Study on the use of social networks, 78.3% of the Mexican population accesses these platforms daily?
What’s more, the “Impact of Influencer Marketing 2022” report tells us that 70% of consumers are ready to buy products on social media based on influencer recommendations . And there is even 59% who actively seek out influencers for product recommendations.
And yes, logically, influencer bulk sms marketing marketing has positioned itself in recent years as one of the most powerful sales strategies. In fact, according to Puro marketing , 59% of Spanish e-commerce already has a content creator in its strategy, and the upward trend in Mexico is a reflection of the rise of influencers, which already gives us the figure of 18.9M profiles and a digital investment of 34.7 billion in digital media in Latin America ( Study on influencers in Latin America by Influencity ).
In this context, when our client Volt came to us with the aim of helping them with the positioning and launch of two of their energy drinks, our team in Mexico was clear that both projects required a strategy in which influencer marketing was at the center.
Volt and Elogia: hand in hand since 2019
Volt is a brand of energy drinks that enhance performance. With innovation in terms of flavor portfolio and variety of ingredients, it has successfully penetrated various market segments.
The history between the Mexican brand and Elogia goes back a long way. In 2019, Volt turned to Elogia with the challenge of unifying and renewing its graphic line and amplifying its content on social networks to improve the brand's presence. We started by creating a communication strategy for its different social channels, Facebook, Instagram and YouTube, based on the design of various Buyer Personas and personalized messages for each of them.
But it was in 2020 when we started to create special campaigns for the brand such as the positioning of Volt Pink Energy or, a year later, the launch of its new product Volt Dark Energy.
VOLT PINK: the importance of influential storytelling and consistency with brand values
Elogia's goal with Volt Pink was to position this drink in a female segment, but not from the traditional positioning perspective. Volt is an energy drink for the new generations that breaks molds and breathes its youthful and transgressive spirit, evolving hand in hand with them, so we did it under a creative concept based on women's empowerment and turning the classic "for women" campaigns on their head, with the claim "being Pink is not how it is painted . "
Social Media Strategy
To achieve this, we developed an influencer marketing strategy led by the artist Belinda (one of the biggest influencers in all of Latin America and especially the Mexican market ) and which included other profiles such as Letizilla and Estefanía Ahumada, all of them recognized not only for their number of followers on social networks, but for their independent, entrepreneurial and courageous character.
The campaign included amplification by the three influencers on their networks through IG Stories, IG Live and feed posts.
The importance of aligning the brand with its ambassador
Traackr highlights that 68% of consumers surveyed are willing to pay a higher price for a product manufactured by a brand that aligns with their principles, which represents a great opportunity for companies that require an ecommerce and influencer marketing strategy, and highlights the importance of finding the right influencer profile and message .
That is to say: today's consumers not only look for references of the products they buy to purchase them, they also look to influencers' profiles for inspiration to make decisions. This same Traackr report reflects that from 2020 to 2022 the number of sponsored posts has increased by 23% year after year. If we add to this that social networks are the new search engines , the activation of this type of campaigns is almost obligatory.
A great campaign with great results.
The result? The campaign was a huge success! It achieved a reach of +7.6M on Meta , +3M interactions , +3K followers on Instagram and more than 500K views on YouTube.
VOLT DARK: Double or nothing!
In 2021, in light of the success achieved with the positioning of Volt Pink, the brand once again trusts Elogia for a new challenge: launching and positioning its new Volt Dark Energy as a favorite.
It was on this occasion that it made sense to give narrative continuity to the concept, insisting on the image of Belinda as an ambassador of a drink that stands out for its disruptive spirit and for motivating people to experience new emotions and discover their “dark” side.
Screenshot 2023-03-10 102320
A strategy that resonates with your target audience
In this case, Volt Dark Energy's target was Generation Z: 100% digital native users, who have experienced the rise of Tik Tok first-hand and whose commitment to sustainability is part of their daily lives and their way of consuming. And the profile of the artist and influencer aligns perfectly with both the target and the values of the product.
For this launch campaign, we focused on highlighting the mysterious personality of the product through content on Facebook, Instagram and YouTube, as well as welcome dynamics for this new flavor. The strategy allowed the company to connect with its audience through segmented messages that gave way to unique experiences for its consumers.
In addition, our Elogia Mexico team complemented this strategy with amplification in strategically segmented payment channels to give the campaign the greatest visibility. That is why today we are talking about a success story that would not be possible without the expertise and comprehensive nature of Elogia as a digital marketing agency.
What were the results?
The results of this product launch project had a very positive response from the community. The reach exceeded 4M people , there were +5K interactions and the views of the promotional video on YouTube exceeded 620K.
Do you have any doubts cleared up? If you are already sure that you should start including influencer activations in your brand's digital strategy, contact us and we will continue talking. As experts in Social Media , at Elogia we are looking forward to making all the actions that will help your brand achieve the goals you are pursuing effective.
belinda okay
Elogia Mexico Customer Service Director Daniela Santiago with Belinda
“ The big challenge for us as a team was to take advantage of the lessons and achievements of the Pink Energy campaign by transforming the storytelling into a product with totally different characteristics; and to convey that Belinda's pink side has room for a dark side that invites the consumer to discover their own. Together with the amplification efforts in correctly segmented payment channels, the goal will be to give the greatest possible visibility to this new campaign ,” said Daniela Santiago , Director of Customer Service at Elogia .
Sabela DominguezPosted on March 10, 2023 by Sabela Dominguez0
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What’s more, the “Impact of Influencer Marketing 2022” report tells us that 70% of consumers are ready to buy products on social media based on influencer recommendations . And there is even 59% who actively seek out influencers for product recommendations.
And yes, logically, influencer bulk sms marketing marketing has positioned itself in recent years as one of the most powerful sales strategies. In fact, according to Puro marketing , 59% of Spanish e-commerce already has a content creator in its strategy, and the upward trend in Mexico is a reflection of the rise of influencers, which already gives us the figure of 18.9M profiles and a digital investment of 34.7 billion in digital media in Latin America ( Study on influencers in Latin America by Influencity ).
In this context, when our client Volt came to us with the aim of helping them with the positioning and launch of two of their energy drinks, our team in Mexico was clear that both projects required a strategy in which influencer marketing was at the center.
Volt and Elogia: hand in hand since 2019
Volt is a brand of energy drinks that enhance performance. With innovation in terms of flavor portfolio and variety of ingredients, it has successfully penetrated various market segments.
The history between the Mexican brand and Elogia goes back a long way. In 2019, Volt turned to Elogia with the challenge of unifying and renewing its graphic line and amplifying its content on social networks to improve the brand's presence. We started by creating a communication strategy for its different social channels, Facebook, Instagram and YouTube, based on the design of various Buyer Personas and personalized messages for each of them.
But it was in 2020 when we started to create special campaigns for the brand such as the positioning of Volt Pink Energy or, a year later, the launch of its new product Volt Dark Energy.
VOLT PINK: the importance of influential storytelling and consistency with brand values
Elogia's goal with Volt Pink was to position this drink in a female segment, but not from the traditional positioning perspective. Volt is an energy drink for the new generations that breaks molds and breathes its youthful and transgressive spirit, evolving hand in hand with them, so we did it under a creative concept based on women's empowerment and turning the classic "for women" campaigns on their head, with the claim "being Pink is not how it is painted . "
Social Media Strategy
To achieve this, we developed an influencer marketing strategy led by the artist Belinda (one of the biggest influencers in all of Latin America and especially the Mexican market ) and which included other profiles such as Letizilla and Estefanía Ahumada, all of them recognized not only for their number of followers on social networks, but for their independent, entrepreneurial and courageous character.
The campaign included amplification by the three influencers on their networks through IG Stories, IG Live and feed posts.
The importance of aligning the brand with its ambassador
Traackr highlights that 68% of consumers surveyed are willing to pay a higher price for a product manufactured by a brand that aligns with their principles, which represents a great opportunity for companies that require an ecommerce and influencer marketing strategy, and highlights the importance of finding the right influencer profile and message .
That is to say: today's consumers not only look for references of the products they buy to purchase them, they also look to influencers' profiles for inspiration to make decisions. This same Traackr report reflects that from 2020 to 2022 the number of sponsored posts has increased by 23% year after year. If we add to this that social networks are the new search engines , the activation of this type of campaigns is almost obligatory.
A great campaign with great results.
The result? The campaign was a huge success! It achieved a reach of +7.6M on Meta , +3M interactions , +3K followers on Instagram and more than 500K views on YouTube.
VOLT DARK: Double or nothing!
In 2021, in light of the success achieved with the positioning of Volt Pink, the brand once again trusts Elogia for a new challenge: launching and positioning its new Volt Dark Energy as a favorite.
It was on this occasion that it made sense to give narrative continuity to the concept, insisting on the image of Belinda as an ambassador of a drink that stands out for its disruptive spirit and for motivating people to experience new emotions and discover their “dark” side.
Screenshot 2023-03-10 102320
A strategy that resonates with your target audience
In this case, Volt Dark Energy's target was Generation Z: 100% digital native users, who have experienced the rise of Tik Tok first-hand and whose commitment to sustainability is part of their daily lives and their way of consuming. And the profile of the artist and influencer aligns perfectly with both the target and the values of the product.
For this launch campaign, we focused on highlighting the mysterious personality of the product through content on Facebook, Instagram and YouTube, as well as welcome dynamics for this new flavor. The strategy allowed the company to connect with its audience through segmented messages that gave way to unique experiences for its consumers.
In addition, our Elogia Mexico team complemented this strategy with amplification in strategically segmented payment channels to give the campaign the greatest visibility. That is why today we are talking about a success story that would not be possible without the expertise and comprehensive nature of Elogia as a digital marketing agency.
What were the results?
The results of this product launch project had a very positive response from the community. The reach exceeded 4M people , there were +5K interactions and the views of the promotional video on YouTube exceeded 620K.
Do you have any doubts cleared up? If you are already sure that you should start including influencer activations in your brand's digital strategy, contact us and we will continue talking. As experts in Social Media , at Elogia we are looking forward to making all the actions that will help your brand achieve the goals you are pursuing effective.
belinda okay
Elogia Mexico Customer Service Director Daniela Santiago with Belinda
“ The big challenge for us as a team was to take advantage of the lessons and achievements of the Pink Energy campaign by transforming the storytelling into a product with totally different characteristics; and to convey that Belinda's pink side has room for a dark side that invites the consumer to discover their own. Together with the amplification efforts in correctly segmented payment channels, the goal will be to give the greatest possible visibility to this new campaign ,” said Daniela Santiago , Director of Customer Service at Elogia .
Sabela DominguezPosted on March 10, 2023 by Sabela Dominguez0
Share the article
Share on Facebook
Tweet
Share on LinkedIn
Send email
Related Posts
Paid Media, the ideal strategy to dominate the mobility market in Mexico and Central America
Lead Optimization in Gym Markets: Challenges and Strategies for the Mexican Market
SotySolar: From a coworking space to a leading brand in the photovoltaic sector
Elogia and Hero Baby win the silver award at Best!N Food 2021!
Do you want to multiply your sales?
Select
Do you want to tell us anything else?