Media associated with this campaign
Overview of this campaign
Provide the user / reader with optimistic and improvement stories in a difficult time such as quarantine.
Publicize La Calera's 'Peruanos con Huevos' campaign and promote the economic reactivation of the country, through character stories.
Highlight the hard work that Peruvian entrepreneurs and businessmen have done to achieve a change in their lives and in Peru.
Highlight La Calera brand as truly Peruvian and as a brand that seeks to deliver more to Peruvians at that moment. And the phrase 'Peruanos con huevos' (widely used in colloquial language) conveyed a singular power with a positive and optimistic value.
Results for this campaign
The campaign, which lasted three months, had a great impact on digital and print since it had weekly content in the Trome, Gestión and El Comercio print papers, as well as a perennial digital platform in El Comercio.pe and additional entry spots in the digital versions of the Trome.pe and Gestión.pe.
12 powerful stories were generated, which resulted in an average reach of half a million readers in the print environment.
Likewise, with regard to the digital environment, 200,000 users accessed the digital special and learned more about these characters and the Huevos La Calera campaign. Regarding pageviews, 501,976 were achieved and what we liked the most in terms of results was that there was an average time on page of more than 3 minutes. And in social media, more than a million video views of the stories and more than 35,000 reactions were achieved. The best of all: the listening was very positive and user comments were of gratitude to La Calera and the media outlet for delivering this type of stories.
The client Huevos La Calera was very satisfied with the campaign, so a follow-up of the campaign for this year is already being considered.