This little blog is for you to have some background on what I've been up to before we talk.
I am posting a couple of cases and presentations I think are useful for our conversation.
I also have a web page where you can check my CV and more examples of work I have done.
link to my web page
As examples, I chose what i did in Brazil for the Brazilian equivalent to Best Buy, what I did for HSBC during the pitch phase and finally a couple of presentations that illustrate what I have been doing for Absolut Vodka.
1. Magazine Luiza
A social commerce solution for a brand seen as too traditional
As a result of cultural and consumer insights found during the making of the new digital strategy, Magazine Luiza, 3rd largest Brazilian retailer, decided to use Facebook to create a social commerce platform where brand advocates could start their own Magazine virtual store.
Six months after launching more than 47000 individual stores were actively selling with an average ticket 50% higher than the traditional digital channel, and most importantly, the perception consumers had about Magazine Luiza, as a very conservative player, changed.
A pitch that started by identifying all the issues the Bank was facing and that lead to a new positioning
This drawing featuring the issues the bank was facing in LatAm was presented to HSBC as a way of starting a conversation on what is important for the future positioning of the Bank
3. ABSOLUT
Moving Absolut's communication from advertising led to experiential led.
As a liquor brand Absolut needs to be close to its consumers, especially through events and parties.
Up until now these events represented more than 50% of the marketing budget with no impact in the general communication efforts.
My task has been creating the foundations for each market to understand how to turn an event into a branded experience that feeds the communication platform and is overall aligned with the brand positioning.
You can find here the link to a presentation that was conceived for local markets to start developing their own branded experiences and equip them with the tools to communicate it correctly.
Link to ABSOLUT Cookbook
The climax of this branded experience strategy is a concept called 'TRANSFORM'- a big immersive branded physical experience that will be happening in the US and Brazil.
This presentation explains the narrative and how will we recruit and amplify for the event.
Link to ABSOLUT 'TRANSFORM' Presentation
This is the latest work I've been involved in.
This is the final output of a collaborative animated film. Facebook was used as the platform for collaboration.
Unfortunately no media money was invested, which didn't let this beautiful animated film and process be known by the mass.
Markets didn't account for any media spending money in their budgets for this fiscal year.
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Thanks for the patience of reading everything!
