Since its launch, Montejo beer has been known for bringing the best of Mexico to the United States through quality and authenticity. In order to create brand awareness, engage and continue to be relevant with our fans within the authenticity space, we created an Instagram campaign, where a new version of the most traditional Mexican board game was born: Lotería Montejo. We chose and asked 8 of the most popular Mexican origin influencers in the Instagram platform to create their own versions of 4 specific Lotería cards each, incorporating the most authentic Mexican beer: Montejo. The result was overwhelming: without media support, the Montejo Instagram handle had a 600% growth during the campaign.
For our bicultural Latina guest, there are certain moments in her life for which there is simply no translation. LatinWorks created #SinTraducción, a program that captures those unique moments using untranslatable words and traditions. Our campaign launched in 2015 with social posts using video and still images. Consumers highly interacted with our posts, sharing what the words meant to them. Social media posts experienced an engagement rate 127% above our benchmark on Facebook and 136% above our benchmark on Twitter.
For our #LoveTravels campaign, LatinWorks created a direct response campaign on Twitter based on retweets. The campaign started when Diane Guerrero asked her followers to fill a Marriott room with plush toys by retweeting her video. One retweet would be one toy donated to a charity chosen by her. We created GIFs to celebrate each milestone. Our goal was accomplished in only two hours with an Engagement rate of 630% above benchmark and Retweets with 475% above benchmark.