Branded Content remains a distant bet for brands in Mexico.

Everyone talks about it but almost no one dares to invest, beyond making postings on Facebook, because for most brands content has not yet demonstrated its impact on sales and ROI.

So it is still very difficult to convince advertisers.

For instance, in this case, Crunch initially asked us to do a TV campaign, including print and digital, that sought to associate the brand with the territory of music to connect with a more adult target. Instead we opted for a content campaign.

On the other hand, since 2013 in Mexico there is a new law that prohibits communicating chocolates and candy in mass media to children under 12 years, which was the main target of Crunch.

We created a digital platform for "The Crunch Download”: a social connected and multi-device access website.

In this platform you could scan the Crunch package, each scan was worth 1KB of Enjambre’s new record. Each time the users collectively completed the digital weight of each track, this one was liberated and offered in free download for everyone.

We started to spread the message through Twitter, Facebook,Youtube, a display campaign and PR efforts with content in order to spread the idea.

As a result, The Crunch Download got the first Gold Record for a band without selling a single album. 300 000 downloads, something that had never happened before in Mexico's music industry.

Thanks to this campaign, the brand reached the historical rate of 4.3 SOM (3.1% RY), positioning the brand Crunch as number 10 in the category of Mexican chocolates.

The Crunch download increased 4 times the SOV of the brand during September and 33% in October and created high affinity with the users, reaching 67% of organic conversation.

Comparing Q4'2013 vs. Q4'2014, the campaign increased each step of the Brand Funnel:

Recommendation: +400%

Loyalty: +400%

Re-purchase: +133%

Trial: +76%

Consideration: +26%

Awareness: +20%

It is noteworthy that these results were provided and certified by the client.

With this campaign Crunch achieved to become relevant for a more adult target, building awareness while connecting with music in an original way.