La Casa de las Magnolias
Positioning
Knowing and understanding the product in depth through positioning allowed establishing concepts that determined the campaign, its analysis, objectives, and actions developed.
Campaign graphic concept
Claim - Subclaim - Call to action - Adaptations
Through the campaign's graphic concept, a claim and subclaim were created that sought to capture the audience's attention and help them connect with the book and want to know the story. A series of adaptations were made to the various media where the target audience could discover and connect with the proposal.
Audience analysis and SMART marketing objectives
Buyer persona - DILO
An audience analysis allowed knowing and delving deeper into the target audience of this campaign and determining a series of objectives based on the SMART marketing strategy. Among them were the following main points:
Consolidate a community of readers for the author
Acquire greater visibility at points of sale
Generate interest in media outlets
Create content that allows greater reach on social media
Actions
Point of sale - Communication - Commercial - Online marketing - Launch calendar - Investment plan
Through actions at the point of sale, communication, commercial, and online marketing, strategies were determined based on a launch calendar and an investment plan to address this advertising campaign. In these actions, we find the adaptations developed for the advertising campaign.
