Sales objective was over-achieved:•+200% increase in sales (vs +50% objective)(1) Consumers engaged and interacted with Lady Million Blogger, shared and followed her life and story: •+22% online WOM increase (+2% vs goal)(5)•Excellent Visibility: 73% reach (+40% vs goal)(2)•More than 35,000 impressions (+110% vs goal)(3) Interaction:•Total blog shares on social media: 1,366(4)•Blog visits: 124,278(4)•81,470 unique visitors to blog (+140% vs average blog visits)(6)Efficiencies•* CPM: -64% compared to a regular campaign(3)•* +110% of projected Digital Campaign goals(3)Sources:(1)Proprietary Brand Information(2)Ibope(3)Mediamind(4)GoogleAnalytics(5)Sysomos: per month increase pre-campaign vs. post-campaign launch(6)Comscore

Lady Million Blogger was portrayed by Eglantina Zingg. She explores her personality (gets anything she wants instantly), lifestyle, adventures, and interacts with fans through her blog.

She was integrated into target’s favourite Latin-American TV show “Los Caballeros Las Prefieren Brutas” (Gentlemen Prefer Them Dumb) through short-films, a cameo on the show, and a blog. She was romantically linked her to Alejandro, the protagonist; who is anxious to meet her. Their saga was shared in social media platforms and further engagement was achieved through contests to help Alejandro find her. The same storyline was taken to the small-screen through a cameo, creating a spin-off of the show. This strategy allowed driving traffic and generating a wave-of-buzz around the project; leveraging Sony, and the talents’ page on Facebook and Twitter to attract their followers to the blog, engage them on contests, and help promote an encounter between Alejandro and Lady Million.

Challenge: Lady Million’s goal was to increase sales by +50%; and through engagement and interaction increase online word-of-mouth by +20%, and visibility in traditional media by +70%.Insight: Nowism is the target’s mantra, pushing the digital world to deliver instant gratification.

Strategy: We developed an innovative regional communication strategy providing customised and relevant brand content to our target integrating different digital platforms (blog, Twitter, Facebook) and TV entertainment; speaking more personally the target’s language.Idea: The “Now” came to life through Lady Million Blogger, for the first time a character that personified the brand’s lifestyle was created; she directly interacted with customers through her blog. Brand character integration throughout our target’s favourite TV show and digital channels was the idea used to present Lady Million personality and the possibility to explore it further. To amplify, a spinoff was developed using short-films and contests to further attract, engage and interact with consumers.