This article is written by Metrics, a data science company applied to strategic communication.
Advertising and marketing go hand in hand with creativity. Now, in online media this creativity is also accompanied by the adoption of new ways of communicating, new multimedia content (such as memes) and the
An example of this are the advertisements of Bachoco getting on the ‘train’ of the poblanos who stumbled on the stops of the bike path or the image of 50 meters of the new pure malt beer from Cervecería Modelo, placed in the barley fields in Guanajuato , which he did in accompaniment of a trending topic paid for on Twitter under the concept #PuraMalta Model.
According to the official publications of the brand, the objectives of this campaign were focused on publicizing the support they gave to Mexican farmers during the pandemic, creating a very creamy “Modelo pura mata” beer and giving away a special kit. to customers.
According to the campaign audit conducted by Metrics from April 1 to 20, where more than 4,000 posts were analyzed, the reach of the hashtag had an impact of four million people.
In a comparison of the total posts in relation to the hashtag, the Grupo Modelo brand and its Heineken competition in the same period, #PuraMalta model exceeded both the normal publications of the company to which this new line of beers belongs, as well as those of the competition. . Not only in total volume of messages, but in positive attitude.
The hashtag had a total of 1,936 posts in favor of the users who participated in the conversation and, according to the Metrics performance algorithm, the cost per positive positioning per message for the Cerveza Modelo trend in Mexico was approximately $ 6.1 per Twitter user.
Thanks to the brand beginning communication about the concept and launch days before the trend, with the giant image of the bottle in barley fields and the positioning in the media, favorable results were obtained for the new drink.
In this case, Cerveza Modelo began to fill the information gap prior to positioning #ModeloPuraMalta, which helped focus users on what their objectives were. However, the concept that it is a very creamy beer did not persist in public opinion, since it was not highlighted in the interaction in digital media, which leaves room for the brand to connect the new beer with this characteristic. .
