Marketing to LatAm: Nestlé’s “Cuidarse Es Disfrutar” campaign

In our recent interview with Henry Mason, Research Director at Trend Watching, we highlighted how important the topic of personal health will be for consumers in 2012 and in coming years.  A very successful example of this trend in Latin America is Nestlé® Mexico’s “Cuidarse Es Disfrutar” (Take care of yourself and have fun) corporate campaign.

Portada talked about the campaign with Paola Escalante, Mauricio Luna and Alejandro Olascoaga, who handle the Nestlé account at Flock Advertising, Mexico.

A recipe site aimed at taking care of yourself and having fun at it

Monthly visits: 216,650

Unique visitors: 181,689

Page views: 1,124,142

Facebook fans: 83,270

Comments on Facebook: 24,476

Followers on Twitter: 30,667

With over 4,000 recipes and 200,000+ monthly visits, CuidarseEsDisfrutar.com.mx site has become the leading healthy recipes site in Mexico and Latin America.  According to Paola Escalante, "Cuidarse Es Disfrutar is now the site with the most recipes in Mexico. (...) It is an example of how Flock, with all the research we conduct before creating content, accomplishes this level of engagement with users."

Each recipe includes preparation time, a nutritional table, info on costs, preparation instructions and extra tips. The site allows users to open an account, which they can use to select their favorite recipes and share content with other registered users. The site also has its own video programs, posted on YouTube, which have already garnered over 2.5 million views and 2,500 subscribers.

“Mariachi Es Disfrutar” used content designed for each user

Name: #MARIACHIESDISFRUTAR (Cuidarse Es Disfrutar)

Duration: 12 hours, on February 14

Serenades: 300 requests

Videos: 56 custom, 11 generic

Views: 7,289

Likes: 1,754

This past February 14, Cuidarse Es Disfrutar launched a campaign on social networks in which users could send serenades. "We cross-matched content relevant to February 14 with one of our target insights, which was that our users like hearing serenades,” said Olascoaga.  “We recorded popular songs with the mariachis in real time, using songs that included data from fan profiles.  We were able to offer content that was fully targeted, on a date --February 14th-- where everyone expects a gift."

The mariachi band was hired for 12 hours in a video studio, so that Facebook and Twitter users could order their custom serenades. The songs were adapted to each request by using the preferences shown in each user’s social network profile.

"On a day when Internet traffic decreases, we were able to hold the attention of our thousands of users, who were communicating all day with the brand," said Olascoaga about the successful campaign.

To increase the campaign’s impact, the mariachis also recorded customized serenades for celebrities such as Adela Micha and Martha Debayle, who publicly expressed thanks for the gesture.

Investment in social networks and digital marketing will continue to grow

In closing, we asked the Flock team about their views on the migration of budgets from traditional marketing to online: "Digital media is one of the pillars that brands are increasingly turning to for its immediacy and real-time feedback.  We believe that not only Nestlé, but brands in general, are increasingly investing more in social networking strategies, websites, applications, and anything having to do with conversational media where the user is the one who ultimately has the power."

Paola Escalante is Account Grouper at Flock. She graduated from Tecnológico de Monterrey in 2009 and has worked as Account Manager for Clarus Digital overseeing the Coca-Cola brand. She has also previously served as Digital PR & Marketing Assistant at Televisa Interactive Media; worked in Corporate PR at Nextel, and Internal Communications at Walmart Mexico.

Mauricio Luna is VP of Customer Service at Flock. He was previously Project Manager at Clarus Digital for the Coca-Cola brand, Marketing Manager of Templeo.com at Televisa Interactive Media, and Marketing Coordinator at Televisa.

Alejandro Olascoaga is Account Manager at Flock and graduated from Tecnológico de Monterrey. His previous positions include Community Manager at MySpace, and Account Planner at Substance for brands such as L'Oreal, UVM, Unilever, Seguros Bancomer, RCI, and Universal Music Mexico.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.


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

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.