Roberto Barroso new SomosSapiens

At SomosSapiens we are always looking for talent. Talent with a solid foundation, enthusiasm, and ambition to grow and take on new and big projects. Roberto Barroso (ex WPP) is that kind of talent.  And we are delighted to have him join SomosSapiens as the group’s new Trading and Operations Director.

In his last stage he held the position of Head of Trading Director at GroupM, where he has had the opportunity to work with the different media agencies belonging to WPP and its entire client portfolio.

After years linked to agencies and the multinational group, Barroso comments that “SomosSapiens is the perfect agency to open a new professional stage and a great opportunity to continue growing professionally. Undoubtedly, it will be a challenge to bring my professional experience both in the trading and operations part, as well as a comprehensive vision of the means to provide valuable solutions for our clients, with a clear objective of reinforcing their growth in the market.”

Barroso will bring all his experience and talent to SomosSapiens in a year where we have managed to consolidate our position within  the TOP3 of the best valued independent agencies and with very ambitious growth objectives.
Our CEO, Guillermo Hernandez, points out that “After a very exhaustive and thoughtful process, with excellent and talented candidates, we have managed to convince Roberto to join the project and we are sure that he will bring us a qualitative value and a very powerful leap in reputation for the agency, in a year with many business objectives to achieve“.

Five digital marketing strategies for this Valentine’s Day

Valentine’s Day and marketing are closely related. This special date is a sales revolution for many businesses; for example, Spain has surpassed 8 million digital searches in the last three years.

We know it’s almost impossible to not make an appearance on that day; nevertheless, it’s important to stand out from the crowd of messages. To make your Valentine’s Day campaign a success, we recommended five marketing strategies, all of which should start weeks before the big day. It is also important to give an emotional value to the message we spread. Selling the experience that the buyer is going to live on the day of love is quite relevant.

In this article, we will recommend five Valentine’s Day marketing strategies that every marketer should know.

1. For a blog: Make a content with giveaway ideas…. Don’t forget to include your product or service!  

A marketing strategy for Valentine’s Day could be a specific content for the date. Potential buyers may feel a little indecisive about the gift experience they want to buy on this special date, being the moment for your brand to appear, and provide the solution.

For example, you can make a guide about activities or gifts for the date. Be sure to include your product or service so buyers can purchase it with a single click.

2. For E-commerce: Offer Valentine’s Day sales

Make your customers fall in love this Valentine’s Day with a special offer, customized for the occasion. You can also add special advantages for the purchase of your product or service: free shipping, an additional gift or even give away the packaging.

Another recommendation to achieve success on sales is optimizing your product data in accordance with the newest traffic trends of the moment. considering our customer sector and finding sell opportunities. Also, it is important to take into account cross-selling, that’s because, making a specific collection of valentine’s giveaways, increasing the average of order value of the purchases.

3. For Social Media: Why don’t you make a special action for Valentine’s Day?

Launching a contest or a giveaway related to February 14 is an action that allows you to provide the number of uses, in addition to providing greater visibility to your brand on social media channels, and with that more sales opportunities.

Take advantage of the opportunity for visibility and brand awareness that social media strategies brings with them. You can play a little with your avatar or cover in profiles, putting specific creativities for this date and playing with your logo and image for your audience. Of course, this action will depend largely on the values of your brand or business.

4. For the loyal customers: An email marketing campaign! 

E-mail is a very effective way to get your promotions to former customers or users interested in your products or services.

For this strategy to be effective, it is recommended to create a landing page specific to the date, showing exclusive promotions of the season and generating content related to Valentine’s Day gifts.

5. For content creators: Viral videos in YouTube and TikTok

YouTube and TikTok are the entertainment kings, being the ideal platforms for content creators to share vlogs or tutorial videos on gift ideas and other Valentine’s Day activities.

Since its appearance, influencer marketing has become a great tool to give more visibility to products and services. Among the Top 5 categories of branded videos are electronics, food, beauty, automobiles, and fashion brands.

BONUS: Single people also celebrate Valentine’s Day, don’t forget about them!

Singles are a species that still endures, and we can’t forget them, ¡and that’s why we celebrate the Day of Love and Friendship! Remember to take into account this audience segment for your campaigns, even organizing special actions for them.
At SomosSapiens, we are aware that the use of diverse marketing techniques is fundamental to connect with right audiences. With this, we achieve our objectives with innovative strategies that allow us to provide an exclusive, quality service that takes into account all existing business opportunities for brands.

5 Artificial Inteligence toolkits that every marketer should know about

We are living in a digital era, where the use of AI tools has become a powerful ally in the content creation and strategies. Because of their ability to analyze information, automate tasks and optimize strategies, they can make the difference in the success of an advertising campaign.

In today’s article, we’ll explore five artificial intelligence tools that every marketer should know about:

1. Jasper: A writing tool that speeds up content creation

Formerly known as Jarvis AI, Jasper is a copywriting tool that is designed to generate content quickly and efficiently. With an intuitive user interface and specially designed to meet the needs of marketing professionals, it supports content creation in 25 languages.

2. Optimizely: An optimization and testing tool for website improvement and UX experience.

This comprehensive Artificial Intelligence optimization and testing tool improves website performance and user experience.

Optimizely provides a complete website analysis  of performance, as well as information on user behavior with features such as heat maps and click tracking. It has tools to optimize page conversion, along with advanced features tailored to the needs of web developers.

3. DeepL: Artificial Intelligence translation tool

This intuitive and user-friendly tool automatically translates texts and files in up to 26 languages, taking into account the contextual meaning of the words.

DeepL translates up to 5,000 characters free of charge, and is very useful for copywriters, as well as including a glossary that allows you to correct words directly in the text, making this tool convenient and productive.

4. Writesonic: The best interface in Artificial Intelligence platforms to generate content.

Writesonic is the IA content creation platform most recognized for its simple and intuitive interface. Its ability to generate texts in Spanish is of quite good quality.

They are very careful with the aesthetic of the platform, giving special relevance to the user’s experience and usability. However, it is always advisable to review the texts in case corrections are needed, since the platform often contains grammar or syntax errors.

5. Night Café Creator: Free platform that transforms text into images

Night Café Creator is a tool with Artificial Intelligence that turns text messages into images. It also allows you to make improvements inside the same framework or base until it adapts to the user’s needs.

This online art platform employs various AI algorithms and offers several predefined effects. With it, you can greatly reduce the processing time, thanks to its graphic and high-quality units. Moreover, it fully retains the copyright.

At SomosSapiens we are aware of the latest market trends, using the latest generation tools to optimize processes and results, in addition to offering innovation to our clients. With this, we offer a quality service with a wide range of possibilities.

Three social media trends of the year 2023

Since they arrived, social networks came to stay. They have become a channel of communication, inspiration, and even a platform to buy products and services.

The use of social media has been mutating in such a way that the platforms have been adapted to the needs of consumers. These needs must be analyzed and understood in order to create effective content and advertising strategies across the multiple social platforms.

In this post, we tell you about the social media trends of 2023 so that you can include them in your digital strategy:

 AI is not an enemy, but a tool

Since Artificial Intelligence began to be used in 2022, there has been an unexpected change which has caused a large amount of insecurities in the professional marketing sector. According to the study conducted by Hootsuite, Social Trends 2024, interest in learning about AI has increased by 550%, with social media marketers being among this percentage.

Is Artificial Intelligence really a threat? No. However, it is a tool that can help social media professionals to optimize processes and tasks. By the end of 2024 it could be more common to use it for text editing, image enhanced or even providing customer service; but never to replace the human being, as the social media user values authenticity in content.

According to the study conducted by The Pew Research Center in 2022, the more grown-up your community is, the more it will value the authenticity of content. Generation Z, for example, claims to be able to recognize which content is created by AI and which is created by a real person, and is also more likely to trust and engage with AI-created content. Baby Boomers, on the other hand, are the opposite: it is more difficult for them to differentiate which content is created by AI and which is not, so they trust and engage less. Therefore, it is of utmost importance to know your community to determine what tasks you can perform with AI, otherwise it could have a negative effect.

In a universe full of social networks, focus on the ones that will help you achieve your goals

It is not about being everywhere, it is about being where your audience is.  Therefore, you should prioritize those social networks where you can meet the objectives set out in your strategy.

Currently, a Social Media professional must maintain the presence of a brand in an average of seven social networks, where they must perform the common tasks of this role such as: developing strategies, creating content, analyzing results, responding to comments and executing advertising campaigns.

For this simple reason, the strategy must focus on time optimization and optimal fulfillment of objectives.  The ROI (Return Of Investment) of the channels and actions must be considered and include in the strategies at social platforms that generate conversion and help us proactively to achieve the established objectives.

An example of this is the popularity of WhatsApp and its effectiveness as a business social network. Given its proximity, it allows to generate a relationship based on trust and proximity that, for some business models, fits perfectly.

According to the IAB Spain study: Social Networking Study 2023, Whatsapp is one of the social networks most frequently used by users. A platform that users relate to communication and swiftness. This can also be seen in the study conducted by Hootsuite, Social Trends 2024, which considers it as one of the social networks that generate more trust in the user.

 Selling means giving the users what they ask for

The social media paradigm is constantly shifting, bringing new platforms and functions around them. Therefore, the social media professional must know the tone and dynamics with which they can connect with their target audience according to the platform they are on.

X is used to stay informed, TikTok to have fun, Instagram to show their lifestyle… And so, each social network has a premise, that social media professionals must adapt their content to attract the user.

If there is one major trend that continues across all platforms, it is the need to give the user the content they are asking for. As a reward, not only will you get their attention and interest, but you will build a relationship of affinity, trust, and the eventual desire to become a customer.

At SomosSapiens we know that the use of diverse marketing techniques is essential to connect with the audience. We include them in our campaigns. In addition, innovative proposals allow us to reach our target audience, generating effective strategies. With this, we provide a quality service and the necessary impulse for the visibility of brands and services.

Source: Social Trends 2024 de Hootsuite. Estudio de Redes Sociales 2023 de IAB Spain

SomosSapiens, Habitissimo’s media agency

The agency will manage the launch campaign that aims to raise awareness of the digital platform for finding professionals for home renovations and home services.

SomosSapiens, we have been selected by Habitissimo to design and manage the media strategy for the new launch campaign of the digital platform in Spain, Italy and Portugal.

Habitissimo, owned by HomeServe, is a marketplace that was launched in 2009 in Spain and expanded to Portugal, Italy and some regions of South America. The brand’s strategy is focused on helping homeowners easily find quality professionals in the renovation and repair sector.

The objective of the campaign is to increase brand awareness and attract quality professionals. In this case, the agency has come up with an innovative radio strategy to promote a very notorious creative idea.

The awarding of the campaign took place after the pitch carried out by Habitissimo during the month of July, in which the most weighted evaluation criteria were the team, the comprehensive strategic vision of the media and the data analysis for the monitoring and optimization of the campaign’s KPIs.
For Guillermo Hernandez, CEO of SomosSapiens:It is tremendously satisfying that a company like Habitissimo has chosen us as their media partner to launch their new communication strategy in three different markets. A challenge that will allow us to demonstrate our capacity as well as to enhance a differential creative concept by coordinating a BrandFormance strategy in three different markets.

Branded Content: What is it? And why do we need to integrate it in our branding strategy?

We live in a constantly changing marketplace full of advertising. There is no physical or digital space which, at this point, does not want to impact us with a message. As a result, the audience is saturated, turning into solutions such as ad blockers or simply ignoring the surrounding messages.

In the meantime, the advertiser has to find new ways to connect with the target audience. Branded content is an efficient response, which delivers persuasive and original messages to audiences in order to generate brand, product or service recall. In this post, we tell you about their benefits and some examples to inspire you for your next campaign.

¿What is branded content

It is a marketing method which consists in creating content linked to a brand, product or service, which connects with an audience based on values and intangible qualities, rather than focusing on the direct sale of a product or service.

It is a concept that connects through brand awareness and added value. It seeks to generate awareness and engagement, rather than direct sales or conversions. The key metrics to measure the success of an action of this type are usually the KPIs related to awareness and the number of mentions that occur as a result of this action.

It is a technique that makes use of storytelling, as it tries to connect with emotions through representative stories that generate memories in the spectator, either because of its characters or stories. Its flexibility allows it to find different formats and diffusion channels, as well as making use of a variety of resources for its creation.

 What is NOT branded content?

Over the years, this marketing technique has been confused with other related methods, such as content marketing, traditional advertising, native formats or product placement. This is due to its recent concept, which can lead to confusion.

  • Compared to conventional advertising, it is not an invasive marketing technique, and it does not focus on a product or service per se. The brand may appear in branded content; however, it is not the main focus, the content is based on the brand’s values and story.
  • The same thing happens with content marketing, that is a strategy that encompasses all types of content created by the brand, while branded content is a specific type of content. In other words, there can be a branded content on a content marketing strategy.
  • While branded content has been conceived to promote the values and intangible qualities of the brand, using an infinite number of resources and formats, the main task of Native Ads consists of inserting advertising in editorial content, exclusively conquering the existing audience in that medium and seeking to give notoriety to a brand, product or service.
  • Product placement is a more explicit technique, with the product or service to be sold appearing directly and passively. Unlike branded content, it does not use storytelling and the content may not refer to the values of the brand or product.

The benefits of Branded Content for your brand, product, or service:

Branded content is an effective marketing technique for those actions that are intended to generate a connection with the audience, generating emotions and sensations that will later be related to the product, service, or brand to be promoted.

Given its nature, which wants to entertain rather than sell, it can generate a certain virality with its content. This will potentially help brand positioning, relating brand values positively with the audience and generating loyalty through emotion.

At SomosSapiens we are aware that the use of different marketing techniques and innovative proposals will allow us to reach our target audience, generating campaigns with maximum coverage, impact and notoriety. With this, we provide a quality service and the necessary impulse for the visibility of each proposed message.

MediaSapiens, the media agency for the “Agenda Digital” campaign

MediaSapiens has been in charge of the management of services and the purchase of spaces in the media and other advertising for the latest campaign of the Ministry of Economic Affairs and Digital Transformation (MINECO), “dissemination and visibility of the Digital Agenda Spain 2026”.

The aim of this campaign was to provide visibility to the opportunities and calls of interest for companies and the self-employed within the Digital Agenda Spain 2026. As a result, we encourage both to find out about the Agenda and to inform all the available funds, contributing to the optimal use of the Agenda.

The campaign ended last month, running in two phases, from March to April and from September to October. It was distributed through television, radio, press, outdoor advertising and a wide mix of digital channels. It was aimed at all citizens, with an emphasis on the public belonging to companies (medium, small and micro enterprises) as well as the self-employed.

The adjudication of this contract took place within the current Framework Agreement 2020, which has the objective of managing all institutional advertising campaigns. MediaSapiens has been one of the companies that has managed to offer the best proposals according to the different parameters and evaluation criteria, both quantitative and qualitative, of the participating agencies.

Offline media planning: What is the difference between audience and coverage?

Advertising is not an unplanned action. The picture given by Mad Men-style TV series, where companies try their chances and take a risk, is nothing more than a mistake.

Every marketing action requires strategic planning, which follows communication objectives that, in turn, are guided by business objectives. Therefore, it is essential to measure the results obtained, in addition to having a broad knowledge of the meaning of each of the metrics, as each one collaborates with the fulfillment of the suggested objectives.

What is offline planning and do they still have advertising influence?

These are traditional promotional marketing actions, which are carried out outside the online environment. Their action is of a massive nature, and although the appearance of local media or media referring to a topic allows for a certain segmentation, their reach is focused on a collective action, especially if we compare it with the influence of digital media campaigns.

These media include the press, magazines, Out of Home (OOH), radio and television. The latter continues to take up a large part of users’ free time, with prime time being the time when the greatest coverage is achieved and where marketing actions can achieve great success and an excellent return on investment.

On this post, we tell you a little bit about the most used metrics at offline planning, what are their benefits and how to determine their level of influence in relation to the advertising insertion.

Coverage in Offline Advertising: The Total Universe

Coverage or reach is the percentage of users belonging to a target audience impacted at least once by the campaign.

This metric takes into consideration whether a person has been able to see the same campaign more than once, being an indicator that leads us to the first step of message recognition and visibility. However, it does not determine the relevance of the advertising campaign, only the number of users exposed to it.

The audience of offline advertising: Who has been interacting with the advertising action?

The audience has a significant role to play in the analysis of the target and the effect of the message within it. This indicator refers to the number of individuals who declare to come into contact with a medium or support during a given period of time. 

This type of estimation is indispensable for tactical decision making, both in the planning process and in the media buying process. 

The purpose of this indicator is to determine the number of individuals who may consider an advertising action relevant, and there are different types of audiences to determine the different types of impacts.

The importance of integrating a broad mix of online and offline advertising media:

Over the years and with the advent of new trends, offline advertising has shown that it is not going to disappear. Times change, but that does not mean that traditional media are obsolete. They are adapting, they have even redefined their function, becoming more relevant within the advertising landscape.

The most recommended strategy is to merge both online and offline fields, collaborating in the same direction and meeting similar objectives. At SomosSapiens, we know the benefits of integrating a varied mix of media in both online and offline advertising, offering 360º strategies that seek to achieve the objectives set. 

With this type of proposals, we offer campaigns with maximum coverage, effectiveness and notoriety that allow us to provide a quality service and the necessary boost to the brands that have placed their trust in us.

The podcast in spanish: Get to know all the benefits of this multi-area audio

Since 2022, the podcast in Spanish has been in constant growth, due to its multi-area characteristics. With the return to the routine after the pandemic, the integration of a format that can be consumed at any time which provides valuable content has become the differential advantage for its consumption.

Knowing and understanding the consumption and production habits of podcasting in spanish is an important task for media professionals. Currently, the profile of the Spanish listener of this format is growing exponentially, and it is essential to monitor the evolution of the podcast in order to get the most out of it as an advertising channel.

In this article, we will tell you about all their benefits and what is their level of influence in order to the insertion of advertisements.

Let’s get to know our listener a bit…

As we can see in this infographic, the audience for podcast consumption is mostly men between the ages of 45-54.

The country where podcasting in spanish has grown the most is Spain, allowing the user to listen to the podcast while doing other activities.

Trends in content topics and audience loyalty to creators

Current affairs and lifestyle topics are the most listened by the Spanish-speaking audience, followed by series, documentaries and the True Crime genre.

Support for content creators is growing, with 57.3% willing to pay, 48.52% would pay a subscription to exclusive content, and 95% renewing on a monthly basis.

Podcast advertising

In 2021, advertising investment in digital audio increased by 62.6% compared to the previous year. This is partly due to the advantages offered by advertising within this format, which makes it a great working tool for advertisers.

“Podcasts are the best medium for advertisers, because it’s a format that forms and forges a connection with listeners uniquely compared to other formats.”

                  –  Xavier “X” Jerningan, host of “The Get Up”
According to Sonic Science, Spotify’s study with Neuro-Insight, a research company, generates an analysis of how different types of podcasts affect mood and in turn, the influence of multi-area audio on the audience.

The benefits of this advertising model focus on the influence and brand recall that the advertiser can obtain through this format:

1. It creates a high-impact emotional bond: It reaches the public in a direct and intimate way, as well as being launched at the moment of maximum attention of the user. As a result, objective listening rates are high.

2. Omnipresence: The versatility of being able to listen to podcasts at any time allows listening to the audio with the screen locked or even when offline.

3. More detailed segmentation: The target audience can be segmented according to the type of podcast they listen to, taking into account interests, location, gender or age.

Dynamic advertising insertions

Another factor to take into consideration is the possibility of dynamically inserting advertising within the podcast. 64% of listeners are annoyed by advertisements when playing an episode, being a less invasive strategy and, sometimes more personal, to integrate the mention of a product or brand within the episode.

The Branded Podcast is a strategy in which brands can develop creativity, linking their values with those of the podcast. This is done through mentions, reviews or dedicated episodes by the podcaster.

Pre-roll is another alternative. This is synchronised with a banner and link, without interfering with the transmission of the content. With it, we insert the ad before a podcast or digital streaming, the optimum moment where the user has maximum attention.

Also, in the last year, there has been a trend to generate branded podcasts. This corporate content is a strategy for brands to engage their audience and contribute to their community.
At SomosSapiens we know the importance of keeping up to date with the latest trends and knowing how audiences consume in order to always offer strategies of maximum coverage, effectiveness and notoriety to exceed the objectives set and provide a quality service that gives the necessary impulse to the clients who trust us.

Podcast data sources: Spotify, iVoox

Why is it important to have an integrated marketing strategy for your brand?

Getting to know our audience is of great importance to create a relevant experience, generating brand awareness and product recall. With the appearance of new trends, the consumer has become more demanding; we live in a polyhedral world, with multiple scenarios and features that provide us with an infinite number of ad formats to create brand recall in our daily lives.

The importance to generate experiences that include both the physical and digital world has become of great importance, because it is a marketing strategy that embraces both offline and online media, providing pushes from different angles and, as a consequence, bringing recognition at different levels and the long-awaited increase in sales and other objectives that we set ourselves.

 What is an integrated strategy and why we should use it?

An integrated strategy is one that combines various actions at digital and traditional media, in order to obtain greater visibility and achieve the objectives set.

It communicates a unified message to the audience across all advertising channels. By using a diverse media mix for advertising, it has become an excellent strategy to achieve visibility, conversion, and various large-scale objectives.

A more integrated strategy allows us to attract a higher number of potential customers, tailoring our message according to interests and demographics that share common goals.

 If I create a strategy in a single environment, will I get the same results?

No. Using a combined strategy that embraces traditional and digital marketing tactics is the most recommended way to achieve audience engagement. 

Both have their own experience and benefits; between the balance of these, combined with the objectives of the campaign, you will find the ideal way to provide your marketing strategy with greater interaction, because you will have more points of contact to achieve your goals. And no matter how different they may seem; their combination provides a greater value.

Using an integrated strategy allows you to understand the consumer in greater detail, taking into consideration synchronicity and randomness as part of the global perspective of the strategy. Remember that while our consumer might use social media or browse the web, they also take a walk, visit a mall or even take a public bus. It is therefore important to take into perspective all their possible advertising environments.

The value of setting goals: 

As with any online or offline marketing plan, an integrated strategy must set out the objectives and actions, monitoring and analyzing the results.

While the nature of traditional media differs from that for digital media, there are lines of action that can be used to implement a strategy that encompasses both, digital and traditional media, working in collaboration.

An integrated strategy will allow you to obtain a range of possibilities that will allow you to get the maximum benefit for the brand and a different experience for the user, where both worlds come together, both ways of advertising.

In addition, by monitoring campaign metrics, you will have a broad spectrum of locations where you can analyze where you find a point of connection with your audience and where you do not. At SomosSapiens, we know that the merging of conventional advertising and innovative proposals will allow us to create campaigns with maximum coverage, effectiveness, and notoriety. With this, we exceed the objectives and set out our strategies, providing a quality service that gives the necessary impulse to the brands that have placed their trust in us.

We’ve renewed with IDAE

MediaSapiens, we have once again been chosen as the media agency to provide the services of buying space in the media and other advertising media for the dissemination of the campaign of the Ministry for Ecological Transition and Demographic Challenge (IDAE), “The citizen as a key factor in the energy transition”.

The award of this contract, included in the current “Acuerdo Marco 2020” for the management of all institutional advertising campaigns, is one of the highest in amount expected this year, and comes after MediaSapiens has managed to offer the best proposal of all the participating agencies, according to the various technical parameters and evaluation criteria required, both economic and qualitative.

The aim of this campaign is to inform and give visibility to the importance of energy saving by citizens, publicising various plans, lines of action and aid programmes to promote saving, energy efficiency and the use of renewable energies in the domestic environment.

To this end, the promotion of healthy and safe habits for society and care for the environment will be disseminated in order to achieve the objectives described.

The campaign will run for approximately one and a half. It will have a wide mix of multimedia and digital channels.  It will target the public and professional sectors throughout the country.

MediaSapiens will distribute “The values that bind us together “

MediaSapiens, we have been selected by the Ministry of Economic Affairs and Digital Transformation (MINECO) for the diffusion in different advertising media of the campaign “The values that bind us together“.

¿What values bind us together? 

Trust, stability, safety, and profitability are the values as a society that unite us. Values that stand out the new campaign of the Ministry of Economic Affairs and Digital Transformation (MINECO).

“The values that bind us together” wants to give visibility to the Treasury’s financial instruments in which retailers and citizens can invest.

This campaign will run until October, targeting the entire Spanish population. The diffusion of these campaigns will consist of a wide mix of multimedia and digital channels, being the fusion between conventional advertising and special and innovative proposals what will allow its maximum coverage, effectiveness and notoriety.