Dave Damman, CCO de Grupo Gallegos
Dave Damman, Co-President and CCO at Grupo Gallegos, told PRODU that for 2017 they will be betting on experiential marketing with the initiative El Chavo + Milk for their client the California Milk Processor Board (CMPB). “It’s all about relationships, it’s all about the values that people still cherish in the TV show, friendship, those are all things we’re going to attach ourselves to with milk, in Hispanic unity. As far as experiential goes, there is nothing more than having a brand point of contact, seeing or tasting is believing.” Brands must be in the local markets with more than just a banner ad or content. “The experience of brand communication and involvement at a personal level is no better way than through experiential marketing, especially in the retail environment. It’s the right message, at the right time. We strongly believe in experiential marketing, especially when it comes to milk.” For El Chavo campaign, the agency developed activation in 100 stores, that generated 15 million impressions, 10 parking lot events, 2,000 samples and 20K impressions there, and 5 million social media impressions with 69 thousand engagements. “Together with our RL Public Relations partners with California Milk Processor Board, we got the mayor of Los Angeles to do El Chavo Day, and again we generated 5,000 impressions, 200 post-attendees in each of those, sampling and giveaways like the barrillito (barrel), because El Chavo lives in a barrel, so what better way to drink your milk than in El Chavos’s barrel.”
Grupo Gallegos y California Milk lanzan campaña El Chavo y leche
