Marketing to LatAm: Concha y Toro launches mobile sites

IMG_2587

In late March, winery Concha y Toro launched mobile sites for its premium labels Don Melchor, Marques de Casa Concha, and Gran Serie Riberas. The company’s brand has a presence in 135 markets and hopes to reach a wider audience through the new mobile sites, said Carla Errázuriz, Assistant Manager for Marketing, in an interview with Portada.

The launch of the new mobile sites was not accompanied by any kind of advertising campaign. "All we did was alert some media outlets," said Errázuriz. The brand does not work with advertising agencies and does all its media planning and buying in-house.

As for the winery’s ad spending, Errázuriz said that Concha y Toro invests a percentage of each label’s sales in advertising, but would not specify the amount.

The mobile sites were launched in several languages (Spanish, English, Chinese, Portuguese and French, depending on the label), and also include Store Locator sections.

IMG_2586

Portada: What is Concha y Toro’s digital media strategy?

Carla Errázuriz: Concha y Toro has always been at the forefront and that is why we have launched our mobile sites. Consumers are increasingly using digital media to search for information, etc.

It’s very important for us to be present on all digital platforms.

The global trend of using mobile devices to surf the web led us to make these mobile versions in order to connect users with our brand news, giving them access to our sites from any smartphone, and from any location.

Portada: What response have the mobile sites had since the launch?

Carla Errázuriz: The response has been very satisfactory. Our website visits have increased, as well as visits to all other Concha y Toro platforms. Site visits jumped 20% in just the first month since the release.

 

IMG_2585Translated by Candice Carmel

 


Editorial Staff

Portada Staff

MORE FROM PORTADA

AB InBev Awards U.S. Media Account to Dentsu Aegis Network

AB InBev Awards U.S. Media Account to Dentsu Aegis Network

Brewing giant AB InBev has named Dentsu Aegis Network’s Vizeum as its new agency for the U.S. and Canada.


BRAND MARKETING RESEARCH: Apple, Google World’s Top Brands

BRAND MARKETING RESEARCH: Apple, Google World’s Top Brands

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Marketers Use Social Media to Boost Sponsorships: ANA STUDY

Marketers Use Social Media to Boost Sponsorships: ANA STUDY

Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).