VIDEO CONTENT STRATEGY & INFLUENCER MARKETING.
ELEVATING Mazola's brand proposition by crafting a human-centered omnichannel VIDEO campaign.
ROLE & DELIVERABLES:
Planning & Strategy
Customer Journey
Content & Creative Strategy
Media Planning & Buying
OVERVIEW.
Increase BRAND ENGAGEMENT TO SUSTAIN PREMIUM PRICING.
Overview: Mazola cooking oils has been actively supporting health care awareness during Heart Care Month in February for the past few years. This year, they are launching the Mazola Healthy Play campaign, focusing on children. The campaign aims to promote healthy eating habits in children by incorporating play. Through play, children learn and develop various skills, such as language, emotions, creativity, social skills, and habits. Play nurtures imagination and empowers children with a sense of choice. Ultimately, the knowledge gained through play stays with them for a lifetime.
Audience: Women, aged 25-54, with a spirit of nutrition and health, who are mothers and have a special interest in food blogs, parenting, home, beauty and fitness, arts and entertainment, games, and news.
Objectives: Mazola endeavored to develop a campaign that would deliver additional benefits to both consumers and supermarkets, while also serving as a valuable community service.
Strategy:
To increase engagement among the target audience and drive awareness, you can consider the following strategies:
Utilize social media platforms: Create compelling social content that resonates with your target audience. Use visually appealing graphics, videos, and interactive elements to capture their attention. Encourage social sharing and participation by running contests, polls, and giveaways.
Implement influencer marketing: Collaborate with influencers who have a strong presence among your target audience. They can promote your brand, consumer promotions, and in-store promotional visits to their followers, thereby amplifying your reach and increasing engagement.
Enhance consumer promotions: Offer exclusive deals, discounts, or limited-time offers to incentivize participation. Make sure the promotions are relevant to your target audience's interests and preferences.
Personalize the customer experience: Leverage customer data and implement personalization strategies to tailor your communications and promotions to individual preferences. This can be done through email marketing, retargeting ads, and personalized recommendations.
Optimize your website for conversion: Ensure your website is user-friendly, visually appealing, and mobile-responsive. Streamline the checkout process and provide clear calls-to-action to drive conversions. Use analytics tools to identify areas of improvement and optimize your website accordingly.
Implement a loyalty program: Reward loyal customers with exclusive perks, discounts, or early access to promotions. This can help drive repeat visits and foster a sense of community and engagement.
Connect online and offline experiences: Promote in-store visits through online channels by highlighting special in-store promotions, events, or limited-edition products. Use social media and email marketing to create a sense of urgency and encourage customers to visit your physical store.
Measure and analyze results: Continuously monitor the performance of your engagement strategies by tracking relevant metrics. Use analytics tools to gain insights into what is working and what needs improvement. Adjust your strategies based on the data to optimize results over time.
Remember, increasing engagement and driving traffic from online to point-of-sale (POS) requires a multifaceted approach. It's essential to tailor your strategies based on your specific target audience, industry, and business goals.
On-premise, the effort attracted 32% more consumers and led to 44% more sales than previous activations.
Video Content.
Additionally, we hired a renowned junior chef who shared healthy recipes for kids inspired by each toy, effectively driving a positive change in their eating habits through play.
Over 1,000 Healthy Play toy bags were requested across Puerto Rico; 45% in supermarkets and 55% through the landing page (11% were confirmed as pre-schools)
BOARD.
Mediascoop - On Facebook and YouTube, the campaign is designed to leverage the advantages of viral content trends, specifically the rise of recipe videos. To make the effort more accessible to parents and children, the team enlisted the help of young chef Paloma, who created the recipes and starred in the videos. "We were able to learn a lot of things here, not only how to advertise a product like Mazola, but also how to integrate it with toys," says Jorge Machado, digital creative at the agency. "That's where the chef's exercise comes in. The important thing is that the recipes were kids approved so they could be recreated in the kitchen and in the video shoot. We worked on seizing the opportunity to understand how to minimize production time and video views to retain people's attention so they watch and share the video."
The campaign was also joined by influencers such as Alexandra Fuentes (who originated the hashtag #mangoneo), Jailene Cintrón, and Normando Valentín. According to Belinda Acevedo, brand manager for Mazola at Plaza Provisions, the effort has translated into success for both the brand and the supermarkets.
