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FULL COMMERCE AGENCY
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DIGITAL PRODUCTION
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WEB3 COMPANY
GLOBAL INDEPENDENT MINORITY-OWNED
About US
Madrid Atlanta Miami Mexico City
Bogotá
Santiago
Buenos Aires
100 people in 5 continents, immersed in the nuances of each marketplace.
Dubai
Johannesburg
Adapting and evolving as the needs of shoppers and brands change around us.
About US
WHAT WE DO
GET TO KNOW US
We convert shoppers into buyers using an omnichannel approach, considering all touchpoints of the commerce experience and using the appropriate message, medium and technology to reach them.
∙ Founded in 1986 in Mexico ∙ Supporting clients in North America for 15 years ∙ US Hispanic marketing expertise
Our network Digital production company. Futures-led web3 company.
Notable client partners
Our Capabilities RETAIL & SHOPPER ∙ End-to-end Integrated Campaigns ∙ Physical + Digital + Social ∙ Customer Strategy and Marketing ∙ Content Production ∙ US Hispanic Marketing
EXPERIENTIAL ∙ On + Offline Brand Experiences ∙ Digital Integration ∙ Retail Experience Design ∙ Content Production
PROMOTIONS ∙ Transactional Ideas ∙ Customer Implementation ∙ Social Integration ∙ Content Production
DESIGN & INNOVATION ∙ Emerging Technology ∙ Visual Identity System ∙ Packaging & Structural Design ∙ Content Production
E-COMMERCE ∙ Ecommerce Strategy and Digital Planning ∙ Customer Journey Analysis ∙ Industry research / Benchmarking
RETAIL MEDIA ∙ Strategy, Optimization, Implementation and Management for Media Campaigns for Retailers
PRODUCTS & PLATFORMS ∙ Web responsive and native applications ∙ UX / UI Development ∙ CRM and Loyalty ∙ Content Strategy and Optimization ∙ Auditing, Insights, and Performance Optimization
CONTENT ∙ Content Strategy and Optimization ∙ Media and Content Distribution ∙ Digital Paid Media ∙ Data Analytics ∙ Performance Campaigns and Branded Content
Content, Platforms & E-commerce
La Morenita Hispanic foods brand
WHY In 2022, we were tasked with elevating brand awareness and launching social media for Hispanic dairy foods brand La Morenita. Tasks included: SOCIAL MEDIA LAUNCH • Launch La Morenita brand on social • Develop brand voice and positioning • Produce library of product and occasion-based social assets COMMUNITY MANAGEMENT • Manage content creation and execution • Identify and manage relevant micro-influencer relationships • Collaborate on original content that builds a community in social WEBSITE LAUNCH • Design and develop a consumer-facing brand site, and a new corporate site for company stakeholders
Content, Platforms & E-commerce
WHAT We needed to create awareness and build brand love by connecting authentically with the “Morenitas”.
Food is our Love language
Hispanic Grandmas
Hispanic Moms
Hispanic Y.A & Teens
The fountain of culture
The purveyors of culture
The voice of culture
Mostly Unacculturated / Spanish Speakers
Semi Acculturated / Mostly Billingual Speakers
Acculturated / Billingual Speakers
Our social strategy is to use Instagram to become a platform for Hispanic consumers to share, inspire and celebrate their love for traditional food with one another.
The approach: Step 1
Define the handle, name, and aesthetic
Step 2
Create content and introduce the brand
Step 3
Deploy content and recruit followers
Step 4
Partner with suitable creators for UGC
Content, Platforms & E-commerce
HOW We built an ownable concept to use as the foundation for all brand communications: “Cocina with Love”.
Creating an online hub where consumers can be active participants in the brand’s story.
Leveraging promotional product content to drive recognition and appetite appeal
Content, Platforms & E-commerce
Celebrating the cultural dishes and recipes that honor Hispanic traditions throughout the year.
Gathering real stories from Hispanic consumers to create a library of content to feature, so they truly feel like “familia”
Bridging the gap between generations by offering recipe inspiration on how to use La Morenita products in traditional and modern ways.
Content, Platforms & E-commerce
HOW And hand-picked female creators who could share in and spread the brand’s story to build a community.
Reel Plays/Views: 52.3K Accounts reached: 47.7K
Partnering with Hispanic micro-influencers to develop recipes and recruit followers from their established audiences through Collaboration.
Forming genuine relationships with already-loyal fans of the brand and sharing their organic content.
Content, Platforms & E-commerce
SOCIAL RESULTS Deploying relatable and authentic campaigns grows engagement and increases followers.
Our Instagram influencer campaigns resulted in: ∙ Accounts reached: 342K ∙ Reel Plays/Views: 337K ∙ Total Engagements: 15K
In just two days, our holiday giveaway campaign resulted in: ∙ 86055.6% increase in accounts engaged ∙ 23616.7% increase in total engagements ∙ 1276% increase in followership
HOW We launched the brand’s first website to drive awareness and provide guidance in product usage and a tool to easily track where to find the product closest to you.
Multicultural & Design
Mango Shotta Day of the Dead Program WHY Sazerac was launching a Mango and Jalapeño flavored Tequila: Mango Shotta, a spirit intended for shots and geared towards a multicultural Gen Z target. It was the perfect occasion to create a shopper program to link the Mexican-inspired spirit to a culturally symbolic and traditional holiday: Día de los Muertos.
WHAT We were tasked with building a compelling 360˚ on and off premise national shopper campaign for Mango Shotta to drive awareness, trial and excitement for the launch. We focused on Día de los Muertos, a celebratory occasion to remember loved ones by sharing a meal or drink with them as one would when they were alive.
Multicultural & Design
HOW Drawing on this inspiration, we created a creative concept that highlights the intrinsics of the spirit and taps into authentic cues from the celebration that would connect with our multicultural target and bring new consumers to the brand. We created disruptive activation materials that encouraged shoppers to “take a shot” and participate in a seasonal sweeps promo.
FOOD AND DRINK
OFRENDA “OFFERING”
Tequila lies at the heart of this occasion: both as one of its most endearing customs at the "ofrenda” and as one of the most popular picks for celebratory toasts.
Families create ofrendas (Offerings) to honor their departed family members that have passed. These altars are decorated with bright yellow marigold flowers, photos of the departed, and their favorite food and drink.
CALAVERAS Y CATRINAS
MEXICAN MARIGOLDS
Calaveras and Catrinas are ubiquitous during Day of the Dead. The skulls are often drawn with a smile as if to laugh at death itself. Sugar skulls are decorated and placed on ofrendas of loved ones.
Marigolds are believed to be the pathways that guide the spirits to their ofrendas. The flower’s vibrant colors and scent attract the departed souls. They symbolize the beauty and fragility of life.
OFRENDA BOX
Multicultural & Design
LIQUOR STORE POS
Multicultural & Design
ON-PREMISE POS
ON-PREMISE ACTIVATION IDEAS
PAPEL PICADO
BAR OFRENDA ALTAR
FLAT CARDBOARD MASK
SKELETON HAND SHOT
PAPER MARIGOLD FLOWERS
LED CANDLES
Retail & Multicultural
FIFA WORLD CUP 2022 NORTH AMERICA REGIONAL TOOLKIT
WHY After releasing the Global FIFA World Cup Shopper Toolkit, local markets came to us with specific needs to customize their programs based on the global strategy and campaign idea.
WHAT We needed to double-click on a market-specific strategy and activation tools for the North American commercial calendar, consumption occasions and consumer target.
HOW We provided customized tools including: retouching multi-ethnic photography, adapting POS messaging, creating a social and digital toolkit, plus developing key customer campaigns and Hispanic retailer programs.
A stadium in every home #BelievingIsMagic
Retail & Multicultural
THE IMAGERY We customized the photos to fit -not just the correct packs and SKUs - but the diverse multiethnic demographic for the Canadian and US markets, which was not considered in the original photo shoot.
Retail & Multicultural
Retail & Multicultural
LOCAL ADAPTATION
Retail & Multicultural
PANINI PROMOTION FOR NORTHGATE We developed a transactional promo for Hispanic retailers tied to the Coca-Cola asset of the Panini Album
BREAKFAST OCCASION WITH PORTFOLIO BRANDS For markets where the matches were live in the morning, we proposed a retail execution tied to the breakfast occasion.
DIGITAL ASSET TOOLKIT We created a Toolkit with over 50 digital assets so that California retailers could easily select and use digital and social channels ensuring the correct guidelines.
Retail & Multicultural
Gold Peak & Message Transcreation 1
WHY Make Gold Peak the number 1 iced tea by finding its authentic foothold in Hispanic culture, and bring the “Stay Gold” messaging campaign to life for this audience.
WHAT Understand the connection between our consumer and the product. Develop messaging to connect emotionally with Capitalize Hispanic shoppers as the Lowercase “brand” relaunches its positioning.
HOW Stay Gold
We first evaluated consumer insights to understand the relationship between them and this brand. We developed a simple method of communicating the “Stay Gold” tagline and maintaining the cues to the brand’s new gold bottle. We offered solutions to convey English idioms in Spanish.
“WE DON’T TRANSLATE, WE TRANS-CREATE”
WE DON’T SIMPLY TRANSLATE THE COPY, WE TRANS-CREATE THE MESSAGE INTO A CULTURALLY APPROPRIATE COMMUNICATION.
Retail & Multicultural
STAY GOLD
Gold Peak over-indexes among HA consumers by 130, representing 23% of Gold Peak consumers. Millennial Hispanic women, (18-34) in particular, also over-index by 7% for dollars per buyer spent on tea.
Flavored RTD teas have nearly doubled the weekly consumption penetration of unflavored tea. Hispanics rate taste sensations higher than non-Hispanic Whites.
TURN GOOD MEALS GOLD TUS BUENAS COMIDAS SON GOLD
Retail, Design & Experiential
Topo Chico Coffee Barista Club WHY Topo Chico drinkers are already into the trend of pairing their coffees with Topo Chico when away from home. We want to reinforce this ritual at home, similar to the customary behavior that takes place in Latin America and European markets.
WHAT We need a 360 program that drives this consumption behavior across all touchpoints, leveraging the existing coffee Barista network that Topo Chico has and amplifying their efforts at retail and beyond.
HOW • In-store • FSOP • Field Marketing • Swag • Media • Topo Chico Website • Instagram Post & Stories • Topo Friends
Retail, Design & Experiential
INTROD
THE TOPO CHIC It works
Friends of Topo
TOPO FRIENDS
Influencers & Pairing Recos
INSTAGRAM POST & STORIES
WWW / MEDIA
Special Landing Page
DUCING
O BARISTA CLUB Gift In-store Tent Card
IN STORE
Grinder Glorifier
Friend Coffee Shops
FSOP
FIELD MKT
SWAG
Events
Merch
Retail, Design & Experiential
In-Store Disruptive in-store POS including highly visible 3-sided tent card to be placed in relevant coffee adjacencies.
Topo coffee dual coaster with QR code leading to brand site,
Vintage grinder glorifier for select retailers. To be activated in select stores
In-Store to Online Designed the brand’s website to feature the limited-time Coffee program, curating all digital content including special recipes, an interactive coffee map and a custom Spotify playlist.
Retail, Design & Experiential
E-Commerce Sampler pack bundle that a coffee shop offers in their e-com (Mug + Topo + Bag of coffee) Retailer can host a “BREWING AT HOME” virtual experience with a featured Barista DIGITAL LOYALTY PUNCH CARD tied to purchase of topo: buy X topo online, come in store to get a free bag of coffee
Awareness on Instagram Awareness of bundle on Instagram Story
BUNDLE @ D2C Fulfillment on D2C
BUNDLE @ E-RETAILERS Fulfillment at partner retailer
Retail, Design & Experiential
Recipe E-Book Tailormade recipe e-book curated with consumer inspired and brand-generated recipes of perfect pairings with espresso and Topo Chico
READY TO PARTNER CONTACT US TODAY Laura Korchinski VP Account Services US Laura.korchinski@visuallatina.com 404-539-1589 welcometovisual.com