MERCADEO Versión en español
Rafael Urbina of VIX: There Is An Increase Interest For Branded Content
Manuela Walfenzao| 6 de junio de 2017
Urbina: Las marcas tienen que entender muy bien el mensaje que quieren transmitir
For Rafael Urbina, there’re many ways to relate a brand with VIX. “Last year we worked with more than 200 brands regionally creating traditional media like advertising in video and display, but increasingly they’re doing more content for brands” said Urbina, CEO of the firm. “We’re increasingly seeing a greater interest about what branded content is. When we think what has been going on with consumers and the migration from TV to digital, and digital from desktop to mobile, we see that in mobile the traditional advertising format doesn’t work. What we’re seeing is that many brands are seeking how to reach users and the only way to do this is through content” he said. One of VIX’s successful cases was with Pantene for P&G in Latin America. The brand challenge was to find ways to reach younger segments, between 15 and 24 years old. They developed a year term program that has generated more than 100 videos for Brazil, Mexico and Argentina using new talent, young influencers with authentic messages. “This is very important in the digital and mobile segment. These audiences are more attracted to real stories.” Recently they developed a multicultural experience 360º video for the U.S. to market millennials, together with REI that was very successful.
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