1) Pampero launched Proyecto Pampero, a photography contest and digital platform on Facebook, to connect with independent consumers and position the brand for long-term growth in Venezuela. 2) Over 3 months with limited budget, the platform had over 85,000 visitors, 1.1 million pageviews, and engaged consumers through voting and sharing their own photos across 3 contest phases. 3) The goal was to develop an engaging platform to boost brand awareness and affinity by identifying independent targets and building long-term conversations through user-generated content and discussions of art and photography.

1. APPLICATION FORM<br />Award Category: Best Marketing & Innovation Initiatives > Best Bought, Owned or Earned<br />Program / Project: Proyecto Pampero<br />Name (Group or individual): Eduardo Ottengo / Mariana Sanabria / Mateo Zambrano / Carolina Haiek / Rafael Pedraza / Gabriela Ripepi / Mercedes Vernet<br />Market / Cluster: Venezuela<br />Context: Pampero needed to communicate to a new target attending to the new positioning of the brand in Independence.It was the first digital communication ever of Pampero Brand in Venezuela with consumers.Supporting Venezuelan's was an excellent way to talk to our consumers and to position the brand in order to transform it in a long term into sales The passion is relevant to independent consumers and the talent is their whey to express themselves. Proyecto Pampero supports Venezuelan talent showing the creativity and passion of the new generations.<br />Detail of outcome achieved:Incredible PR and digital results In Only 3 months of activation with a very limited budget:Visitors Pageviews Time spent Registers Pages x Visit 85.060 1.165.322 7:19 Minutes Avg 19.923 13,7 Total Votes Clips or publications PR Value 75.968 96 US 116.758,43 $ Brief description of the activity: Started is the first phase of Proyecto Pampero with a photography contest being communicated to consumers in a digital platform accompanied by Out Trade activations.First thing was trying to do a participation platform in order to build over time and maintain consumers engaged. In the first phase a bigger level of involvement do to the contest and after it ended, communicating lots of relevant information about many themes appropriate to this target (such as different art expressions in Venezuela and over the world, calendar of attractive events, tips, news and other). It was very important to make consumers the protagonists of the platform and put the brand as a channel of communication. Key thing was to make the match with the place where consumers already had big participation and not try to get them to a new place in digital because we where starting our first approach with them, so Facebook was a perfect place. Key for the whole platform to make it since the begging as engaging as we could to guarantee its continuity during time an interaction with quality. This entire base helped to continue the digital platform to be always on and we can link all the themes or areas that are being supported by Proyecto Pampero to be linked with each other. Of course guarantee of creating regular and ongoing conversations with consumers. All that looking to transform the way we do marketing. What did we do to support digital and contribute to the word of mouth? Strong PR & communications plan. Full On & out trade activations and contact with the brand in places where the main target assists. Also guarantee El Ritual sampling in order to have connection with the brand.The Fan page on Facebook was our main communication channel.To start the conversations we focused on talking to our fans about topics that they were especially interested and/or attracted to, such as art and photography , and that became the main driver of our conversation.At the same time we encouraged the fans to participate and vote based on each of the phases of the contest and answering FAQ of our consumers. The Mechanic was very simple: a 3 click action was the clue to give our consumers an easy way to register, upload & share their photos. The contest was divided in 3 phases: Upload your photo & vote for the best 100 PhotosVote to select the best 50 photosFinal selection of the top 5Each phase had a different media plan & communication on FacebookWe selected 5 well known photographers of Venezuela that gave us credibility and brought us more participants. One of them was the Patron and he gave us permanent advice on how we had to move on terms of communication and also voting for all the photos. Objective: Develop an engaging platform for Proyecto PAMPERO Venezuela, in which we can boost the Brand Awareness and brand affinity.Identify and capture the independent target to lead them and make them identify with Ron Pampero thru a digital platform on Facebook that can let us build a long term conversation.Created to sustain the new positioning of Pampero witch shifts the traditional of the brand to the more independenceThe purpose was to stand out the new generation of Venezuelan talents by calling non-professional photographers of the country. What we looked is to stand out the creativity of Venezuelans through the work of new generation of photographers.Detail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th<br />