Consumer Activations: Mexico
Mordisko and Amway are two examples of how brands are creating successful consumer activations in Mexico. Our methodology and findings are presented below.
We started our search for brands that are creating successful consumer activations in Mexico by conducting a thorough search through marketing and branding sites in Mexico such as IntegraSV, Virket, and Cultiba. However, this did not yield any relevant result.
We expanded the search to marketing and branding sites outside of Mexico including Adage, Adweek, CPTM, FCG, Chirpify, BCG, The Drum, and Think with Google, as well as news and press release sites like Forbes and PR Newswire. We found a customer activation campaign on Think with Google involving Mordisko, a Unilever brand in Mexico. We found similar campaigns on CPTM, FCG, and Chirpify relating to Mexican brands, origin, and culture but they were not conducted in Mexico. Hence, they were not selected.
We then expanded the search beyond two years to see if we could find any relevant campaign from earlier years on Mexican marketing and branding sites. We were able to find another customer activation campaign published in 2013 by IntegraSV involving Amway in Mexico.
Holanda, Unilever analyzed its consumers in the Mexican market and found that they choose to eat different snacks each day and reserve ice cream for special occasions. However, they also discovered that Mordisko, their frozen sandwich, was a unique brand that would appeal to consumers due to its size, shape, and affordable price. They ran a consumer activation campaign with an initial goal of positioning the brand to capture the snack time from 4:00 p.m. to 6:00 p.m. However, in partnership with Google, Initiative's and Cadreon, the results surpassed their expectations significantly.
The brand set out to connect and directly interact with its customers. It used the tagline "Freeze Your Hunger,” with a media plan by Initiative which placed ads on traditional and online media, “as well as a major brand activation and deployment in public spaces”. Through Cadreon, they became the first Mexican company to deploy programmatic technology in its branding campaigns. Using programmatic technology, appropriate messages can be created and direct connections with customers can be achieved.
The campaign also included a variety of dynamic ad formats published on the Google Display Network, and personalized, geo-located ads on YouTube using Vogon. Vogon is a technology developed by Google through advertisers can “dynamically integrate text, audio, and images into their videos to create unlimited variations on a single ad”. Holanda targeted its ads at consumers who were passing by Mordisko sale locations at snack time. This resulted in selling out the product in many cases. In addition, the YouTube campaign included a masthead ad with an interactive game featuring a frozen sandwich protagonist. This attracted the attention of 14 million users.
The brand included a tool on smartphones which helped consumers to know the nearest sales location and buy the product.
In total, the campaign delivered over 98 million impressions, 157,000 users watched all the ads. 77% of the total impressions were recorded on mobile devices, and over 1.5 million clicks were generated. This made the product to become the best-selling ice cream in Mexico. Over 70 million Mordisko products were sold across the country, an increase of over 37% compared to the previous year.
Outside of this specific activation, the brand is actively promoting its products using hashtags, images, and videos on its social media platforms including Twitter, Facebook, and Youtube to maintain customer interest and patronage.
In partnership with IntegraSV, Amway, a consumer products brand, increased its consumer activations and created awareness across Mexico. Using IntegraSV's tailor-made mobile solution through tours and experiential marketing campaigns, Amway covered more than 1600 miles, stopping at major cities in twelve Mexican states.
The tour was a huge success as it produced a 26.3% activation rate. 1,518 new Amway distributors emerged from a total of 5,772 attendees.
Outside of this specific activation, the brand is actively promoting its products using hashtags, links, images, and videos on its social media platforms including Twitter, Facebook, and Youtube to maintain customer interest and patronage.