D - Marketing

This campaign was for generated brand awareness of the new Vineyard near the beach. Historically in Argentina, all the Vineyards were down of the Mountain of Andes (in the west side of the country), and this one was the first one near the Atlantic Ocean. Objective: Brand awareness. Budget: CAD $32,000. Date: Last week of December, January and first ten days of February (summer time in Argentina). Strategy: Used high impact format in Mass Media to deliver the message of this new Vineyard. Also programmatic buying to impact an incremental reach, and used Weather Targeting and Hyper-location to deliver special ads.  I proposed to use an specific ad the cloudy o rainy days. Because of that, those day we showed a different ad, in which the main massage was to have an alternative to the beach.

Date: February 2018 Objective: Overall impression share < 65 % Monthly budget: CAD $105 During February, we mainteined the main KPIs showing a slight improvement in CTR and Avg PPC. In addition, we observed that the impression share increased a few points. Campaigns like "Unbrand" mainly, where the competition is high and the costs much higher, worked well, allowing us to associate the brand to the established territories. Regarding the top 10 of keywords, we see a lot of brand names and many other words from Salta and Cafayate, which is the topic we want to associate the brand with.

I ndustry: Oil and gas. Objective: Teach to the target what fracking is, and why it is needed in Argentina. Budget: AR$ 565,460 (CAD $75,400). Main Target: People over 55 years interested in fracking. Secondary target: People over 40 interested in the brand and in government companies. Dates: August to December 2014. Strategy: We were present in Google Search in 90 % of search related with some of the keywords. Also we used Remarketing in Youtube to reach people who watched some video related with fracking or a video ad from the brand. Besides, we had two commercials, so the people who first watched the "Video A", were impacted the second time with the "Video B" and vice versa. In Facebook, we used Links ads, to bring qualified traffic to the landing page. And we complement the campaign with Promoted Tweets and Promoted Account in Twitter, so we could increase the reach and the amount of followers of the official account. Google Search ...