MEDIA =
owned + shared + earned + paid

+ owned media

You control the messaging and tell the story in a way you want it told.
It is owning your content and the platform it lives on.

How might we empower low-income non-digitized people with no access to banks to buy a product they need?
The first step is to acknowledge them in a way they feel valued: they are not second-class citizens.
The second one: being present where they were without patronizing them. We did mix online with offline to catch their eye.
Step three was showing our benefits while they extreme commute (metroCDMX, suburbano, metrobús CDMX and maxibus EDOMEX, plus microbuses), eat at local restaurants, or shop in their neighborhood tortillerías.
All was done with a guerilla marketing (and data-driven) mindset.

How might we blur the lines between online and offline shopping?
Customers wanted to “see/touch” their new home appliance to validate is the one they need for their home. We send them in-store to experience our simple and easy way to buy-now-pay-later (BPNL).
We mapped the customer journey to develop exterior and interior signage, product details tags, informational flyers, and retail product displays for customers to see and use.

How might we better enable our Sales and Disty teams?
Tidying all resources and assets they need to do their job into a one-stop-shop clean and easy-to-navigate site for making their lives easier. Providing streamlined guidelines to our global Subject Matter Experts to upload and share their content effortlessly.
Also featuring the latest automotive industry news for both Sales and Distribution to catch up and stay sharp!

How might we help to educate people to understand having a great door matters?
We synched with the global marketing team to accommodate a trend guide for end-customers so they can visualize and choose the best door for them and their homes. Showcasing design trends together with color palettes and decor elements matching MASONITE doors.
We later used the brochure for Social Media and emailing content. They printed and distributed some.

How might we encourage locals and visitors to come Downtown?
Presenting them tempting options on what to do around the historic neighborhood: events, tours, exhibitions, attractions, and more —while featuring how The Shops at Downtown participate in the cultural life of the city with their unique boutiques, stores, and restaurants inside the unbelievable “Palacio de los Condes de Miravalle”.

How might we help to feel comfortable when talking about insurance and bail bond agents?
Understanding the culture and the market today. Then, developing a brochure together with their professional consultants and its design agency to clarify the best solutions covering all kinds of personal and business risks. Highlighting their 40-years legacy within the business.

How might we share the latest interior design and architectural trends?
Making sure of giving designers and architects valuable information on what is going on with the industry, together with insights about our products and how they can help (and elevate) their design proposal.
Developing clean and sharp newsletters (together with its design agency) focused on presenting the comprehensive portfolio.

How might we give people a reason to buy?
Working closely with the Purchasing team to identify best-selling products and put together attractive offers for developing online exclusive themed sales –supported by weekly emails to our customer database and social media posts.

How might we improve the online experience for both partners and sales and disty teams?
Building one-stop-shop sites where they can get all assets and materials to keep them up to date while complying with the three-click rule.
Partnering with our global branding team to have the sites aligned with the new visual identity roll-out.

How might we help refresh the identity of one of the more long-established private schools?
Working with their Marketing and IT teams to develop and implement a new web page with a cutting-edge CMS while interconnecting their school management system.

How might we ease choosing products from our vast portfolio of sensors and microcontrollers?
Involving technical marketing, product management, and sales teams to identify the key aspects engineers look for when selecting the products. Working with web publishing to engineer the first web widgets on freescale.com and navigational paths to improve user experience.

How might we digitize government services?
Developing an easy-to-use web-based tool for their maintenance repair internal shops. Centralizing efforts in superb front-end (target users were from all ages and backgrounds) and robust back-end (for several browser versions and speed connections).

How might we make lending more effortless for people looking for short-term financing?
Partnering with Product and Engineering to develop a straightforward experience using tools our customers were already familiar with: WhatsApp.
Also, checking closely how they did it on each step of their journey with our UX and Analytics teams –identifying opportunity areas to hypothesize, A/B test, measure, optimize, or fix.

How might we improve high-tech automotive engineers’ online experience on our site?
Thinking like an engineer: we love to fix things!
Revamping the Automotive Processing web portfolio at nxp.com following a problem-solution mindset to showcase our industry-leading products together with our hardware and software tools. From there, starting to work closely with our global teams to refresh our collateral and enablement materials.

How might we keep our global Sales and Marketing teams up to date?
First, we talked to them to understand what they need to do their job. Key insight: most of them rather have the information within their work inboxes!
Then, re-designing all our notifications to accomplish both easiness and usefulness within our monthly AP-BL Newsletter and our training offerings for them and their end-customers.

How might we engage with engineers while being useful and relevant?
Producing relevant content for them to read and share. Being truthful and sticking to the facts by backing our statements with accurate and real data; also avoiding “advertising” our products –engineers notice!
In addition, we partnered with our high-tech distributors to reach broader audiences.

How might we let users know all the cool things they can do with us?
Going on several field trips to watch (and chat) how our merchants use us. Next, working closely with our UX/UI team to develop a monthly Newsletter showcasing a key feature and a How-To (both aligned with our Customer Happiness team) plus a merchant highlight per seasonality –all aligned with our Social Media efforts and paid campaigns.
Also, cooperating with the Customer Success colleagues to develop a series of reactivation marketing emails.

How might we become one of the foodie community’s epicenters in the city?
Sharing its passion for eating!
Then, consolidating news and highlights around the sparkling food scene in CDMX: our newsletter was among the first unofficial guides on must where-to-eat. Mercado Roma introduced the gourmet market concept in México, offering culinary adventures with the best food in the city in one place –all from rising-stars chefs and cooks. At some point, it became a gastronomic temple for food and wine lovers, following the legacy of the “Bar Gran León”

How might we help to educate people on the relevance of investing in their bathroom?
Aligning with the corporate campaign, developed a guide of materials and a technologies brochure (together with its design agency) so customers can better understand how they can build their “dreamed bathroom” –giving them interior design guidance and tips, also the best collection for their design.
We later used the guide and brochure for Social Media and emailing content. They printed and distributed some.

How might we elevate the interior design for bathrooms?
Providing designers and architects insights about high-end elements and products created from renewed and award-prized international designers so they can use them in their proposals. Also, inviting them to experience first-hand in our CASA STANZA. Those newsletters were developed together with its design agency.

How might we join our customers’ passion for reading?
Well… starting to read like them!
Later, working with the Purchasing team to collate event news, book lists, and more exciting content for our readers to check, including offerings and sales with a clear call-to-action, while increasing the Circulo Sanborns loyalty program prominence.

How might we make it easy to choose from highly specialized equipment? Reorganized the complete portfolio together with Technical Marketing and Product Management internal teams to align their product with the industry standards instead of own guidelines.
Later, focusing on make available the complete technical features and specifications for each product.

How might we keep every employee on the local site informed of the latest news?
Identifying each of the audiences (Global Sales, Software, Printing, Americas Resale, local employees…) and developing a dedicated visual language, following corporate brand guidelines, giving each one its own identity for their respective feed.
Collaboration with teams from other locations came later.

How might we let our global employees know that quality matters?
Sending all of them a monthly update on the activities our global manufacturing team is doing in all sites to improve –using plain and simple language to understand the critical matters, including a clear traffic-light scorecard.

+ shared media

Curated content and Social Media to create engagement and community.
Now becoming a source of (internal and external) communications.

Enhanced and oversaw graviti‘s digital strategy. Developed a versatile content plan focused on building trust for both customers and merchants.

Enhanced and oversaw the digital strategy for KrakenRum, including seasonalities, contests, and live events.

Enhanced the digital strategy and oversaw for Marc by Marc Jacobs México, including seasonalities and brand experiences –aligned to Grupo AXO‘s corporate guidelines.

Developed and oversaw the digital strategy and content plan for Grupo ORFANO from scratch.

Developed the digital strategy and content plan for Tequila Centinela from scratch, including seasonalities and live events.

Enhanced and oversaw clip‘s digital strategy. Developed a robust content plan addressing both customers and merchants.

Enhanced the digital strategy and content plan for the first gourmet market in CDMX: MercadoRoma

Developed and oversaw the digital strategy and content plan for EXPRESS México from scratch, including seasonalities and live events –aligned to Grupo AXO‘s corporate guidelines.

Developed and executed the digital strategy and content plan for URREA from scratch. Covering all company’s audiences: plumbers & construction workers, interior designers & architects, and final-users.

Developed the digital strategy and content plan for Tequila Cabrito form scratch, including seasonalities, contests, and live events.

Enhanced the digital strategy and content plan for The Shops at Downtown and its unique boutiques, stores, and restaurants.

Enhanced the digital strategy for BRANTANO, including seasonalities and their offline campaigns (SS/FW).

Collaborated with the digital strategy for CapitalSocial government program and its offline campaign.

Started and executed the digital strategy and content plan for two of the brand’s icons: Mesera Sanborns and Círculo Sanborns to provide (informal) real-time customer support.

Started and executed the digital footprint for some strategic cross-company verticals to Freescale: TowerGeeks, TouchSensing, Auto MCUs, and more.