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4 Great Uses of Branded Content in Latin America

While we hear a lot about content marketing these days, people rarely cite clear examples of how it works. As a result, both marketers and media agencies may have trouble visualizing how to apply it to their campaigns and get some measurable results from it. A recent piece from Contently may help with this—it cites 4 interesting examples.

#1 Más por Más
Más por Más is a Mexican newspaper that created a paper towel dispenser that was connected to its newswire. Each sheet had a news story on it, plus a QR code to drive people to Más por Más Web site, and this increased unique visitors to the site by 37%.

#2 CNA Speaking Exchange
CNA is a language school in Brazil that connected students learning English to Americans in retirement homes through streaming video. At first, the videos were supposed to be a tool to evaluate each student’s progress, but later CNA edited together clips to create a compelling video that won a Lion at Cannes and a Clio.

#3 Beldent
This Argentine gum brand had 5 sets of twins sit at Buenos Aires’ MALBA art museum. One twin chewed gum, the other didn’t. Then Beldent asked museum visitors to answer questions about the twins. The visitors generally had a more favorable impression of the gum chewers. Overall, the video won 8 Lions at Cannes.

#4 Coca-Cola’s Friendly Twist
Coca-Cola Colombia and Leo Burnett Colombia placed vending machines on the campus of a Colombian college. The machines all had Coke, but the students couldn’t just twist off the caps. To open the sodas, they had to join their bottle top with that of another student and twist. This simple interaction helped break the ice between students and led to a memorable promotion piece.

ANALYSIS
The common ground for this content includes:

  • Interaction: bringing people together
  • Humanity: playing to people’s basic needs and reactions
  • Integration: adding the brand into the interaction in a natural way, no hard sell
  • Events: Each piece of content was an event in which the brand made something happen instead of trying to reach an audience with a message

So while effective content can be a blog post or web pieces on a portal that also includes web banners designed to inspire conversions, it can also be an entertaining video.

These successful examples also suggest that brands can take a multifaceted approach. They can start with an interesting below-the-line (BTL) approach—like a street promotion—then film it, turning it into a commercial, then circulate that commercial via social media. If there is a CSR (corporate social responsibility) angle to the video in which the brand helps out with a cause, the video could be emailed to customers to raise awareness for the cause. In addition, the right BTL promotion can be pitched to the media to cover as a human interest story and thus deliver additional promotion.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.