• -Cuervo Tradicional-

GDL ES TRADICIONAL

digital

GUADALAJARA PRIDE FLOODED INSTAGRAM

Activity
DIGITAL MARKETING

Coverage
GUADALAJARA

Date
2012-2016

CUERVO TRADICIONAL® was not connecting with the young people in Guadalajara; the target was the distant and removed from its present goal; so we look for ways to strengthen our position in this key again for us city.

So we decided to link up with our consumers again, stronger than before and by natural means to the target: Social Media, mainly using Instagram, amplifying this effort through BTL.

OBJETIVES –

Create a comprehensive platform to connect Cuervo Tradicional with the youth of Guadalajara and detonate the pride of being Mexican, in one of the most representative and important cities to the brand.

Challenge –

How to connect CUERVO TRADICIONAL® in a new way with the youth of Guadalajara? Action was needed to generate identity but above all speak the same language in a natural way.

The idea –

We analyzed all the things that could be meaningful to the target (music, celebrities, places and experiences) and discovered that the people of Guadalajara feel an enormous amount of pride in their Guadalajaran identity.

In this way we created a movement that would boost the pride of being from Guadalajara; a tribute made for its people through the brand, thereby creating a powerful bond of affinity and local identity.

#GDLESTRADI PUENTE MATUTE 02 (2)
#GDLESTRADI PUENTE MATUTE 02 (2)
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#GDLESTRADI PUENTE MATUTE 02 (2) IMG 2924 TRADI (16 De 16) TRADI (13 De 16) TRADI (8 De 16) TRADI (6 De 16) DSC04391 IMG 4126 TRADI (11 De 16) TRADI (7 De 16) TRADI (15 De 16)

How did we do it? –

We designed a platform based entirely on Instagram and amplified it through other social media networks (Facebook and Twitter) all under the #GDLESTRADICIONAL (Guadalajara is tradicional) concept.

CONCEPT –

This is how #GDLESTRADICIONAL born, an initiative designed to encourage the enormous pride in everything Guadalajara (culture, people, art, etc.) a tribute to Guadalajara done for its people through the brand.

“The first digital campaign in Mexico conceived from Instagram.”

What were the results of the campaign?

+19,700 photos on Instagram.

Participation from 19,700 tribute photographs through Instagram.

Increased our community

We increased our Instagram followers by +6, 000 and grew from 16,000 to 150,000 likes in two months.

Generated conversation

#GDLESTRADICIONAL became a trending topic on Twitter.

Huge amount of impacts

+500 Reviews on digital media +2.5 million impacts through the different actions of integrated marketing.