Marketing campaigns are made up of a series of milestone stages to gradually position the desired message in the mind of the consumer.
Thanks to digital platforms, communication channels were added that allow generating a more direct interaction and also in real time with the target market. One of these positioning channels are the trends promoted on Twitter, an example of this is the activations with the Sabritas brand hashtag: #GrandeComoElSol, which is part of a collaboration between the Pepsico brand and Netflix to connect with their target audience through entertainment content.
The trend was promoted on May 4, a few hours after the Metro Line 12 accident happened, which, according to a campaign audit carried out by Metrics from May 1 to 5, 2021, had a negative effect, not only about the campaign, but also about the Sabritas brand.
Since early morning, Twitter users issued messages in which it was highlighted that the brand’s agency had not taken the Metro event into account and the trending topic was still visible, to which were added posts in later days where it was questioned whether it was a smokescreen to divert attention from the accident to other issues.
The trend was discontinued, however, messages using the #GrandeComoElSol concept persisted, of which 19% were directly related to the campaign that aimed for participants to win prizes and have access to exclusive content from ‘Luis Miguel, La Serie’.
“Our campaign ‘Grande Como el Sol’ was active since April 13 through different publicity actions, including a Twitter post. The morning of May 4, after the collapse of Line 12 of the Mexico City, out of respect for the victims of the tragedy and for the company’s communication protocols, the brand made the decision to immediately stop the actions on the social network, as well as any promoted content that had to do with the campaign. It was the reaction of the brand and the speed of the actions that generated a decrease in the level of the conversation with the hashtag: #GrandeComoElSol, “said the brand, in an email sent to Expansión after the publication of this note.
Only 44 posts about the campaign lasted, 11 positive and 33 negative, according to the Metrics performance algorithm, this implied that the cost per positive positioning per message for the Sabritas trend in Mexico was approximately $ 956 per Twitter user.
81% of the conversation were publications in which the hashtag was used to promote products sold on Amazon, solar heaters in general, multiple services and even Acapulco as a relevant tourist destination.
EDITOR’S NOTE: This note was edited post-publication to include clarification from Sabritas.
