Sarmiento, 130 Years After His Death
2019 Finalist

Sarmiento, 130 Years After His Death

Diario Los Andes

Mendoza, Argentina

Category Social Media

Media associated with this campaign

Overview of this campaign

Overall objective

  • Position the Andes as the regional medium that highlights the life and work of a man who marked the history of Argentina.

Specific objectives

  • Commemorate the 130th anniversary of the death of San Juan Domingo F. Sarmiento and the 150th anniversary of his presidency.
  • Support the circulation of Thursdays through the publication of 12 weekly fascicles (from August 5 to October 26), currently of 11,000 copies, with an academic content made by local and national specialists.
  • Increase the participation of younger audiences in the social networks of Los Andes, such as Twitter.
  • Offer audiences quality content adapted to different platforms.
  • Establish an agreement with the Federal System of Public Media and Content of the Argentine Republic.
  • Capture the interest of new advertisers.

Results for this campaign

The action of Los Andes on Twitter was part of the multi-platform project to commemorate the figure of Sarmiento when he met in September 130 years after his death and October 150 of his assumption of the presidency of the Nation.
Historical characters quickly captured followers. Sarmiento and Alberdi were the most active, although Sarmiento had the most interactions. The most influential audiences were Bartolomé Mitre and Facundo Quiroga.

DSarmientoLA: 12645 interactions; 3327 followers.

AlberdiLA: 3624 interactions; 2521 followers.

ElRestauradorLA (Juan M de Rosas): 1028 interactions; 2267 followers.

AureliaVelezLA: 459 interactions; 1242 followers. 

BartoloMitreLA: 420 interactions; 672 followers.

PauAlbarracinLA: 127 interactions; 2246 followers.

FQuirogaLA: 99 interactions; 592 followers.

Total: 18402 interactions; 12867 followers.

The multiplatform project was completed with the collection of fascicles and a series of video-documentary.

The documentary series "Enter the story: Sarmiento, 130 years after his death" consists of three videos of 13 minutes each. The videos were broadcasted on the Los Andes website, on two digital television channels in Mendoza, on the national platform of the Federal Media and Content System of the Argentine Republic. It was also broadcast on the channel of the Universidad Pontificia de Valparaíso (Chile) and on its website.

The documentary complemented the collection "Sarmiento, 130 years after his death", which included 12 fascicles written by national and regional personalities and historians. While the cost of each issue was added to the price cap on Thursdays, the interest of the readers was able to increase circulation by 2 percent.

In addition to the support of the Government of the province of Mendoza, a new advertiser was captured (Government of the province of San Juan) that was added to the integral project. 


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