Best Practices: SOYJOY’s Online and Mobile Campaign

A campaign for SOYJOY, the whole soy natural fruit bars,  was nominated for the 2012 Top Hispanic Digital Advertising Campaign plan and execution. While Portada’s audience chose Lopez Negrete Communications - Dr. Seuss The Lorax (Disney) as the award winner, the SOYJOY campaign has interesting aspects particularly in the mobile and online marketing realm.
TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION

1. Objective:
Porter Novelli’s Hispanic marketing practice was challenged to introduce SOYJOY to the U.S. Hispanic market, build brand awareness and drive traffic to its e-commerce store. The SOYJOY “Yo Soy” campaign, a bilingual digital advertising campaign, introduced the brand, its joyful lifestyle and product messages through online and mobile platforms.

2. Creative:

Porter Novelli developed a unique online experience with a bilingual, bicultural play on words with “SOY” (“I am”) linking it to the “reason to buy”—flavor.

3. Media Used:
SOYJOY  partnered with Mocospace (the largest U.S. mobile social network), Batanga Network (the largest independent digital media company) and seven top Hispanic blogs, including Una Colombiana en California, Naturalmente Mamá and Chattering Gem.

4. Results:
From September to December 2011, the “Yo SOY” campaign secured over 15MM paid media impressions, exceeding projections by 5MM; surpassed paid media impressions by 150 percent; led paid media clicks (over 107,000); and was the top leader in display banner clicks with 107,893 in only three months.


Trackback from your site.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

SALES LEADS: University Health System, Dickies, Sprite…

SALES LEADS: University Health System, Dickies, Sprite…

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.


Marketer Interview: Katrina Plummer Equity Brand Manager Honey Maid

Marketer Interview: Katrina Plummer Equity Brand Manager Honey Maid

Honey Maid, a Mondelēz International brand, recently released the latest chapter in the “This Is Wholesome” campaign, which underscores importance of acceptance in the changing American culture. The campaign will be distributed on TV, online and in cinema through September 2016 in the United States. We spoke to Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International, who provided us more specifics.


STUDY: The State of Mobile in Argentina and Brazil

STUDY: The State of Mobile in Argentina and Brazil

The Mobile Marketing Association (MMA) Millward Brown and NetQuest ran a study on mobile users in Argentina and Brazil to generate insight on opportunities in the mobile market and preferences and profiles for different targets.