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Msl pecha kucha_panama_jan2011

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Transcript

  • 1.
    • 34 countries
    • 2. One hardly knows the others
    • 3. Many regions inside one
    LATAM Consumer Overview
    MS&LGROUP
  • 4.
  • 5. LATAM growth rate: + 6% in 2010
    Paraguay: + 9,7%
    Uruguay: + 9%
    Peru: + 8,6%
    Argentina:+ 8,4%
    Brazil: + 7,7%
    Chile: + 5,3%
    Mexico: + 5,3%
    Brazil + Mexico = 60% GDP
    Brazil: US$ 1.6tri
    Mexico: US$ 1.1tri
  • 6.
  • 7. Fastest growing region
  • 8. Fastest growing region
    Facebook- % Reach
    Social Media % Reach
    Twitter- % Reach
  • 9. What we believe
    Real
    Time
    Engagement
  • 10. Goodbye pyramid
    Hello web
    The power is now with thousands of potential enthusiasts, not with the 10 most sought-after bloggers or journalists…
    A real-time marketplace of communities where individuals engage with each other, as well as with brands and organizations, through social media.
  • 11. Strategic steps to reputation development
    In the conversation economy, reputation development is more important than ever before
    Advocacy
    Trust
    Favorability
    Familiarity
    Awareness
  • 12. What on earth does ER do?
  • 13. ER = Real-Time Engagement
    Make the
    content tangible
    Create a acceptable concept
    Make it
    happen on and
    offline
    Spread the WOM
  • 14. Path for managing reputation in real-time
    Real-Time Conversation
    Real-Time Content
    Real-Time Community
    Real-Time Conversion
  • 15. ER + Social Networks
    on and offlineagents
    Advocacy + WOM
  • 16. CHALLENGE
    • Motivate key Brazilian target media to cover issues related to “slow intestines” - a “taboo” subject.
    STRATEGY
    • Plan and execute Activia 15 Challenge at major Brazilian publishers offices to position products benefits
    • 17. Develop and promote an Activia Website
    • 18. Edit a key message board based on slow intestine scientific articles (requested to a range of renowned physicians)
    • 19. Promote association with key medical institutions (gastroenterologists and nutritionists)
    RESULTS
    • In four months, over 200 different qualitative articles were published
    • 20. In ABRIL headquarters' about 1,000 journalists experienced the brand/ product (sampling)
  • CHALLENGE
    • Stimulate change in young people attitude regarding alcoholic beverage consumption
    STRATEGY
    • Build a close relationship with the target integrating ONLINE and OFFLINE platforms motivating thoughtfulness through creativity
    • 21. Create the concept “Celebrate with Success without Excess” and develop a Cultural Contest/Competition - ONLINE campaign activated offline
    • 22. “Blitze” on the streets, with visits to 50 pubs and 12 universities
    RESULTS
    • More than 1 million people impacted
    • 23. More than 60,000 active participants on the contest (uploads, votes and views)
    • CHALLENGE
    • 24. To link BIMBO brand to the nutritionists community positioning them as prestigious health professionals and showing the innovation capabilities of the Company in the food and nutrition field
    • 25. STRATEGY
    • 26. To create Pan-American Award BIMBO, an Award in Nutrition, Food Science and Technology, which responded to the Company’s concern for population’s health and nutrition improvement, by promoting scientific research
    • 27. To define a regional approach by naming the award "Pan", making it from local to regional level of impact
    • 28. To develop bonds with Universities
    • 29. To create communicational materials for the academic, scientific and specialized journalists
    • 30. To develop a regional Media Campaign
    • 31. Creation of a website
    • 32. RESULTS
    • 33. Hundreds of participants from all countries in Latam were registered
    • 34. After the overwhelming success of its first edition, the award has been installed as an every year prize-giving
  • 35.
  • 36. 2,700 employees in 100 markets.
    2,700 employees in 100markets
  • 37. Thank you for your interest.
    Erin Hanson &FabianaRodrigues