Generate a concept in order to create specific communication from all the benefits, while respecting local interests and Social Media dynamics.

Differentiate “ml” attributes over the competition and make them actionable

Increase the awareness and grow the “tom” of the brand in the Nielsen Indicators

Change the bad perception to a reliable and innovative platform

Never stop looking.

A general concept was created and we generate pieces of communication with the all the benefits in TV, Radio and Social Media assets.

We wanted to demonstrate to the audience in a positive, didactic and fun way, the attributes of the brand and for that the concept was created ...

We created:

• 6 spots of 20’ for each one of benefits

• 1 minute ad with all benefits included

• 6 radios of 20secs for each one of the benefits

• YT and FB ads and assets for social media

THE RESULTS

The positive results generated with the campaign were: increase in sales and improvement of the general perception of ML

Months later, TV and radio adaptations were requested for Colombia and the material was delivered to Chile for them to carry out their tropicalization

Increase from 39 to 42 of the tom (nielsen)

The functional campaign was perceived by mexican consumers as creative and optimistic

Net income grew more than 50%

Ml increased net income by 55% during q1 and when the campaign entered (q2 and q3) increased 80 and 82%

84% fan growth in the category

In 6 months the category grew 1 million fans on facebook and ml obtained 84% of that base

The unique buyers increased 31.1%

In search engines results doubled from 20 to 43.4% and the time in the site 9:41 vs the 7:46 amazon

Product delivery increased by 285%

Due to the functional and seasonal campaigns of ml, the delivery of packages increased vs 2016

The nationwide presence grew

The presence was reinforced in the main urban centers of mexico (cdmx, gdl, mty, edomex)