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What: PortadaMX will take place next Wednesday October 17 at Casa Lamm in Mexico City. The thought-provoking agenda includes essential marketing topics such as influencers, app-marketing and Fintech presented by major brand marketers from companies including Best Buy, PepsiCo, Rappi and GBM.
Why it matters: At PortadaMX you’ll have the chance to network with high-level executives, participate in interactive workshops, and enjoy the beautiful and historic Casa Lamm in Mexico City.

The seventh edition of Portada Mexico is less than two weeks away, and we are thrilled to say that the contents of this year event will be more surprising than ever. The newest addition to the already enticing agenda is an exclusive breakfast presented by Band of Insiders, an agency that counts influencer marketing as one of its specialties.  Get tickets for PortadaMX and join us for a provocative panel titled: “How powerful is influencer marketing? Success, mistakes, and points of confusion behind a strategy”. Why can’t you miss it? Influencers have gained strength during the past couple of years to the extent that it has permeated marketing strategies everywhere, but sometimes marketers are not fully aware of the power of this part of the industry, or they are discouraged by the risks.

Vivian Baron

In the panel, you’ll hear from brand marketers about the mistakes to avoid and the strategies to follow when putting together an influencer marketing campaign, and moreover, the role of big data and the importance of a quality audience beyond followers. Vivian Baron, president and founder of Band of Insiders, will moderate the discussion between Pepsico’s Director of Innovation & Marketing Yamile Elias and Best Buy Mexico’s Subdirector of E-commerce José Camargo.

 

Other Content You Can’t Miss at PortadaMX

After the insightful breakfast, you’ll get the unique opportunity that only Portada can offer with its new Portada Meet-Up service. As part of your ticket, you will receive four one-on-one meetings with major brand executives to be present at the event. These are leaders of the marketing and advertising industry in Latin America, and most of them will be having their closed-door Portada Council System meetings throughout the day.

Later, Carlos Leal, Marketing Director at Rappi, will lead an interactive workshop on App-Marketing, one of the key trends to look at starting now. Then, we will introduce Javier Martínez Morodo, Director of Grupo Bursátil Mexicano, who will conduct another interactive workshop on the topic of innovation and Fintech.

Finally, members of the Agency Star Committee Latam including Vilma Vale-Brennan (Deputy General Manager of Vale Network) and Fernanda Campos (General Manager of PHD Mexico)will take the stage to discuss how to measure and report consumer engagement in the best possible way for brand marketers.

Join us at PortadaMX and get the tools to control the future, before it controls you. Click on the banner below now!

What: Recent reports peg the per-Instagram post fee for Cristiano Ronaldo at US $750,000, tops among all global athletes and third for all “influencers.”
Why it matters: Brands are increasingly utilizing direct social media networking outlets as viable marketing opportunities, reflected in the fees celebrities charge for this access.

There are many ways to define “celebrity” these days. “Q-Score,” for a personality, brand or company, is one measure. Social media “likes,” “retweets” and such are a form of currency. And then, there’s cold, hard cash.

A report last week in SportsBusiness Daily, via New Zealand Media and Entertainment (NZME) noted that soccer star Ronaldo (@Cristianois near the upper echelon of celebrities in another category: fee for sponsored Instagram post, at a cool $750,000 per “SEND.” For fans who might have thought the Juventus forward just loved his good night’s sleep and body scent and new line of kicks, well, there’s a shroud in Turin we’d like to sell you, too.

Some of the brands associating themselves  with Ronaldo … are SleepScore, Nike, Sixpad and EA Sports

With noted “famous for being famous” celebs like Kylie Jenner (@KylieJenner) reportedly pulling down $1 million per post, it shouldn’t be a surprise that someone of the global popularity and interest—and even outsized accomplishment—as the Portuguese star would command a significant figure for spreading sponsors’ word through social media. Still, Ronaldo is less than a household name in mainstream America, which shows that companies looking for global reach have identified him as a leading influencer. Per the same NZME item, the fee is almost twice the 2017 rate; the British Website Hooper estimates that it may double by next year. The outlet also estimates that only singer Selena Gomez has a higher per-post fee than Ronaldo.

Some of the brands associating themselves with Ronaldo—and his 139 million followers on the photo- and video-based social media outlet—are SleepScore (@SleepScore), Nike (@nikefootball), Sixpad (@SIXPAD_officialand EA Sports (@EASPORTSas well has his own offshoot brand, Cristiano Ronaldo Fragrances.

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Other sports stars identified as high earners via their Instagram feeds include soccer players Neymar, Lionel Messi and David Beckham amidst a celebrity influencer top-10 that also includes UFC’s Conor McGregor and NBA superstar Stephen Curry.

While the true “influence” of such posts is not always known (how many posts of Ronaldo stretching or practicing or signing for fans should fit in between Nike football ads?), there’s no doubt that marketers have bought in to the hype—literally.

By Edgar Alejandro Jiménez @edgar85jimenez

What: We talked to Pablo Sánchez, NIVEA Men, Shower, Sun, and Intimate Brand Manager in Mexico, about the company’s international campaign in partnership with Real Madrid, and why the brand chose soccer as its main way to connect with consumers via sports content.
Why it matters: In 2015, NIVEA signed on as an international sponsor of Real Madrid for three seasons (through 2017-2018). Although NIVEA Men has been supporting the team since late 2012, its previous sponsorship had been only at the local level in Spain.

Along with the signing of its international sponsorship agreement, NIVEA decided to capitalize on Real Madrid’s star power by using players Gareth Bale, Marcelo, Isco, and Dani Carvajal as influencers to enhance their investment in the Spanish soccer team. With this move, the German cosmetics company boosted the brand’s global presence, including the Mexican market.

“NIVEA sought to take advantage of Real Madrid’s global popularity, as well as its popularity among the Mexican public, to become a leading brand for men,” said Pablo Sánchez, NIVEA Men, Shower, Sun, and Intimate Brand Manager in Mexico.

Among the huge range of sports available, Sánchez explained that soccer has remained the ideal sport for sports marketing. “In Mexico, soccer attracts millions of fans of all ages, and as a result, there is a great passion for soccer. All the men have had contact with this sport and also have values in common with the NIVEA brand,” he said.

In Mexico, soccer attracts millions of fans of all ages, and as a result, there is a great passion for soccer.

As the most important sport in the Mexican market, as well as Latin America, NIVEA saw its alliance as a way of reaching potential customers in a massive way and through different means, “creating an opportunity to be on their minds and attract them to the brand.”

According to Sánchez, sports marketing helps to associate brand values with sport in order to create strategies between them.

Subscribe to Portada daily Sports Marketing Updates!

Soccer thus became the perfect pretext for the cosmetics brand to approach the male audience on a common ground. Soccer is so strong, that NIVEA has no plans to invest in any another sport at the moment.

Real Madrid C.F.When NIVEA decided to work with influencers, its existing sponsorship deal allowed it to enhance its investment without needing to find external actors. When choosing a sports influencer, Sánchez explained that what the brand is looking for is a “globally recognized player whose values are in line with the brand and is recognized as a good player by the fans.”

Brands seek to generate empathy with their consumers, and they achieve this through players that become part of their image.

“Brands seek to generate empathy with their consumers, and they achieve this through players that become part of their image. In this way, consumers identify with them and, at the same time, with the brand.”

Even so, with the company’s current agreement with Real Madrid drawing to a close soon, Sánchez admits that NIVEA has lacked a strategy to really boost its sponsorship, at least in Mexico. “As a brand, we have not exploited the full potential of the Real Madrid platform. We still have a lot to learn, also insofar as creating the synergy that will have a much greater impact on all of our consumers.”

As a brand, we have not exploited the full potential of the Real Madrid platform. We still have a lot to learn, also insofar as creating the synergy that will have a much greater impact on all of our consumers.

To date, NIVEA continues its efforts to reach every corner of the world in which Real Madrid has a presence. Among these places, Mexico is one of the countries where sponsorship efforts have shown the best results. “Mexico is where we have had the greatest success; [sponsorship] has been used to enhance communication at many points of contact, from television to point of sale,” said Sánchez.

What: Fullscreen’s latest research conducted by Leflein Associates  investigated media preferences and trends of Gen Z and millennials and how both generations significantly differ.
Why it matters: Millennials present a higher preference for traditional platforms (including “traditional digital”) than their Gen Z counterparts. Gen Zers are shifting away from text-based online content in particular, in favor of streaming content – especially video.

Fullscreen, an entertainment platform and content creator network, partenered with Leflein Associates to conduct an strategic research to achieve an even deeper understanding of how the youth audiences we engage with on a daily basis feel about themselves, the content they consume, and their relationships with brands.

Leflein Associates  investigated media preferences and trends, passions and values, influencer fandom, consumer journeys, and brand love –– and perhaps most significantly –– where Gen Z and millennials differ in these areas. For brands trying to reach Gen Z, results reveal several critical strategies:

Mind the Generational Gaps

Youth audiences are an important target for many brands, but not all brands recognize that there are actually two very different generations: millennials (18-34) and Gen Z (13-17). Both have very different sets of social media habits and brands should be aware that they cannot target both groups in the same way.

Millennials are relatively old school, with a higher preference for traditional platforms (including “traditional digital”) than their Gen Z counterparts. Gen Zers are shifting away from text-based online content in particular, in favor of streaming content – especially video.

Generation Brand Engagement

When marketers talk about how brands can best reach and engage with “young people”, they usually mean millennials. Or at least they used to. As it turns out, Gen Z is even more receptive to engaging with brands through social channels. In fact, they’re adept at fueling brand conversations by spreading the word throughout their social circles.

Top brand social brand engagement activities include:

Gen Z view digital video and short form clips almost six times as much as they read traditional digital publishers/blogs

Influencers

Influencers play a significant role in defining what youth audiences like, view, and buy.

Social Media

Gen Z uses Facebook and YouTube for entertainment; Facebook, Snapchat and Instagram for socializing; and Facebook, YouTube, Twitter and Pinterest for utility.Despite its reputation as a social home for older folks, Facebook still dominates for entertainment, socializing and utility for Gen Z.

Video

Gen Z prefers to watch, rather than read. They view digital video and short form clips almost six times as much as they read traditional digital publishers/blogs.

“Gen Z, the first generation born into a post-Google and social media world, is not only the most diverse generation yet, but also the generation with the greatest global perspective,” said Pete Stein, General Manager, Fullscreen. “Their continued inclination towards social content on their mobile phones – first seen in millennials – is changing the way that content is consumed, shared, and even created. Growing up in a completely digital world, they expect to have direct access to friends, celebrities and brands – and they expect all three to interact and share content in a way that’s relevant to their own personal interests and passions.”

 

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