PROJECT OVERVIEW
The campaign “Hemos Entrado a Tu Cancha” is rooted in the insight that 71% of Mexican consumers are more likely to support a brand that invested in their community during the pandemic. As such, we developed a program that supports impacted local small business owners and shoppers alike across Mexico.
WHAT WE DID.
As we all know, over the past year, in every community across Mexico, small business owners and their customers alike have been affected like never before. And while things are slowly beginning to normalize, AT&T knows that what remains for many is the daunting task of rebuilding and reopening.
That's why, through our “Win Local” Grassroots Marketing program AT&TMX is supporting their hyperlocal community by gifting them with day-to-day essentials, PPE equipment, and an infusion into their business. The goal of the program is to demonstrate that the real #CambiaElJuego superstars are off the field.
RESULTS
As of May 2021, our campaign has been validated by more than 900K total consumer impressions, 1.1M social media impressions, 250K one-to-one engagements, and has garnered earned & organic PR. AT&T retail has experienced a +10% lift in retail traffic. This campaign has launched in Mexico City and Monterrey Mexico resulting in 8M+ Impressions and will be in 10+ other alcaldías through 2022.
