Mariabarcelona, smart, digital, agency 2013
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Transcript of Mariabarcelona, smart, digital, agency 2013
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smart, digital, agency?
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Smart?
We are not smarter or better looking, much better than others. But we are fast, flexible, service focused and adaptable to change. Therefore we thrive.
since 1994
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Digital?
Some day the word will become outdated. At the moment we interact with consumers and brands to build solid bridges, conversations, tell us apart. From digital to physical and vice versa. Without conceptual barriers, although in fact we still play with them.
since 1994
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Agency?According the RAE*: 3. f. Company engaged in managing the affairs of others or provide
certain services. E.g. Advertising agency, insurance.
since 2002
According to Us: advertising and marketing company that seeks to maximize the objectives of its customers and adapts them to optimize their investment and impact on the market and their customers and users.
*RAE: Spanish Language Academy
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Brand/Product/ServiceCLIENTPPRR
Social Media
Point of sales
Consulting/Strategy
Identity/branding
Training
Business development
Mobile platforms
Campaings
Marketing support team
Software
Websites
Media investment
Services
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Portfolio
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Objetivo inicial: Romper las barreras a usar el producto, y posicionar la categoría lentillas en España y Portugal.
Alcon 2011- ...
Estrategia: Creación de la plataforma Mejorconlentillas.com, enlazando ópticas y usuarios finales. Generación de promociones a usuarios y al canal.
Resultados: 3.200 ópticas captadas en ESP y PT. 16.000 usuarios registrados, 6.500 seguidores en FB. Incremento de ventas probado en acciones en el canal.
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Web consumidor Facebook
Web ópticos
Lentilla tube
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Objetivo inicial: Posicionar la marca en Internet y redes sociales para atraer usuarios a las tiendas, tanto en España como en Portugal.
General Optica 2010- ...
Estrategia: Creación de una web preparada para la venta y activación de FB como customer service y herramienta promocional. Blog “Tu mirada”, de tendencias y salud visual.
Resultados: 63.000 fans en FB. Casi 2.000 visitas diarias a la web. Acciones promocionales enfocadas a ventas. Atención a 1.000 usuarios/año a través de FB.
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web
Blog
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Objetivo: Gestionar el posicionamiento on-line de Lindt y convertirla en marca de referencia en su segmento. Apoyo al equipo interno y planes de marketing digitales.
Lindt 2007- ...
Estrategia: Creación de la plataforma promocional, newsletters, campañas y canales (FB, Tw, YT).
Resultados: Más de 50.000 fans en FB, 15.000 registros web, incremento ventas e-shop, producción de vídeo recetas, ...
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Objetivo: Desarrollar, mantener y evolucionar la Intranet de Danone España.
Danone 2010-...
Estrategia: Realizar una herramienta flexible y con utilidades para el día a día de la plantilla del cliente en España y Portugal.
Resultados: Crecimiento del uso de la Intranet (70% en un año). Creación del acceso Extranet en coordinación con Danone Internacional (Paris).
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Vídeo presentación-estreno intranet
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Objetivo: Crear la plataforma de venta de inmuebles y de back office y comercial.
CXI 2007- ...
Estrategia: Desarrollo de una plataforma para comerciales y red de oficinas bancarias, y de una web para clientes. Acciones promocionales on-line para ganar presencia de marca y clientes.
Resultados: Casi 5.000 inmuebles vendidos en 2013. 50.000 visitas mensuales. 2.000 usuarios profesionales.
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web Facebook
twitter google+
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Objetivo: hacer de Knorr una marca referente on-line en sus segmentos (caldos y ayudas culinarias)
Knorr 2010-2012
Estrategia: Crear una comunidad basada en contenidos (recetas) y utilidades (planificadores de menús inteligentes) y que aportaran valor respecto a la competencia.
Resultados: 150% incremento visibilidad marca, 15.000 usuarios registrados, 380.000 visionados de vídeos, generación de 2.500 recetas propias, 7.000 fans en FB y 1.700 seguidores en Tw.
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Objetivo: Posicionar y generar ventas para el libro “Se lo que estás pensando”
Roca editorial 2011-2012
Estrategia: Crear un juego basado en el libro y una estrategia de relaciones públicas, medios y bloghunting para provocar la lectura y las críticas.
Resultados: Ser el libro más vendido de la historia de la editorial (350.000) y un best seller a nivel español. Más de 2.400 personas jugando en FB.
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seloqueestapensando.es juego en facebook
mailing
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Objetivo: Crear y desarrollar una nueva marca referente de productos artesanales de la cuenca mediterránea.
Deliterranea 2008-2013
Estrategia: Crear un naming definitorio y todos los elementos de branding, packaging y venta para su desarrollo on y off-line.
Resultados: Nueva marca con un posicionamiento claro, distribuída a varios países y con una tienda on-line enfocada al mercado europeo.
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imagen corporativanaming/branding e-shop
packaging blogredes sociales
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Objetivo: Posicionar Alpino en Internet cubriendo todos sus targets: niños, profesores y padres.
Alpino 2010-2012
Estrategia: Crear una plataforma con contenidos para los tres tipos de público seleccionados: web con contenidos para niños, blog para profesores y FB para padres.
Resultados: 14.000 visitas mensuales a la web. 7.000 fans en FB. 5.000 usuarios registrados. Creación de merchandising a partir de los personajes creados.
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web Pequeño Gran artista Promociones
Aplicación Pizarra Compartida Blog Escuela en colores
Facebook para los padres
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Objetivo: Desarrollar la idea, concebir y lanzar al mercado una nueva marca de venta de cruceros.
XYO 2008-2010
Estrategia: Crear el concepto de “experiencia” y posicionar la marca alrededor de un “buscador de experiencias” para encontrar el crucero que más se adapta al cliente.
Resultados: Nueva marca posicionada en un mercado con muchos players.
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naming/branding blog pre-web teaser
portal video promocional juego de facebook
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