Category: corporativo

The rivalry between Coca-Cola and Pepsi is legendary. Their battle has lasted for over a century, evolving into an advertising war that has shaped our lifestyle and influenced how and what we consume. At SomosSapiens, we delve into the advertising war between these two giants of carbonated beverages.

A brief summary of the history of both brands: 

Although this advertising war didn’t reach its peak until the mid-1970s, both companies have been battling for over a century. 

Coca-Cola and Pepsi have clashed in the advertising arena to deliver one key message to the public: that they are the best drink in the world. This series of “back-and-forths” has evolved into a story of innovation and marketing over the decades, leaving a significant mark on popular culture and global consumption. Undoubtedly, it’s a battle worthy of a movie—one we’ll see on the big screen in 2025 with the release of “Cola Wars.”

It all began in 1886, when pharmacist John S. Pemberton developed the original Coca-Cola recipe. It was composed of caffeine, citric acid, vanilla extract, lime juice, sugar, coca leaf extract, water, caramel, orange oil, cinnamon, lemon, celery, nutmeg, and neroli. However, some claim there is a secret ingredient not disclosed in public recipes.

Pepsi-Cola was created 13 years later by pharmacist Caleb Bradham. Its recipe includes carbonated water, high-fructose corn syrup, caramel color, phosphoric acid, caffeine, citric acid, natural flavors, sugar, vanilla, oils, pepsin, and kola nut extract. This combination provides a similar, but not identical, flavor.

At that time, Coca-Cola was already selling a million gallons a year and expanding internationally. Pepsi, on the other hand, faced bankruptcy twice due to the constraints of World War I and two changes in ownership. Nevertheless, it managed to recover with a pricing strategy in the United States, while Coca-Cola continued growing on a global scale.

During World War II, Coca-Cola maintained its commercial dominance, beginning to advertise on radio and television. Pepsi expanded its advertising efforts and started selling soda in cans. In an effort to keep up with its rival, it focused on a rebranding strategy.

As we can see, Pepsi-Cola’s journey was slower and more challenging than Coca-Cola’s. However, in the mid-1960s, it merged with Frito-Lay to create PepsiCo. The brand gained momentum through product diversification and the support of an already established company in the market. Today, PepsiCo generates higher revenues than Coca-Cola, thanks to its expansion beyond the beverage and soda sector.

An Unprecedented Advertising Battle:

Coca-Cola and Pepsi have turned their rivalry into something famous and even entertaining in the eyes of the audience. The credit goes to the campaigns they’ve launched over the years, often drawing more than a few laughs across both offline and online media. This battle goes beyond product development—it sometimes even mirrors elements of the rival’s strategy.

In this post, we share our top 3 favorite campaigns from the epic war between these two carbonated beverage giants:

1. The Pepsi Challenge: How to Take on the Market Giant: 

In the 1930s, Pepsi was an affordable and relatively unknown product compared to its competitor. However, its revolutionary advertising ideas were present from the very beginning. At that time, Pepsi launched a campaign called “The Pepsi-Cola Challenge,” comparing the taste of Pepsi to Coca-Cola. The campaign was a success, helping Pepsi gain market share.

By the late 1970s, with the brand firmly established thanks to its merger with Frito-Lay, Pepsi returned to its roots with the launch of the “Pepsi Challenge.” This blind taste test invited consumers to choose their preferred flavor without knowing whether they were tasting Pepsi or Coca-Cola. The results showed that Americans favored Pepsi, propelling the brand into a head-to-head battle with its rival.

2. Madrid-Style Advertising: Celebration Messages via OOH Marketing 

If there’s one thing Madrid excels at, it’s OOH (Out of Home) marketing strategies. Large advertising billboards have become the go-to tool for achieving brand visibility.

It’s not just their size or strategic placement that makes them effective; in recent years, they’ve stood out for their bold and disruptive messages, often making campaigns go viral and earning coverage in the media (earned media).

During the 2019 holiday season, Coca-Cola used an OOH format to send a message of unity to Pepsi. As expected, Pepsi didn’t stay silent and responded with a playful comeback, turning their rival’s greeting into an opportunity for a cheeky “revenge.”

3. When they try to trick you… but you end up making a deal

One of our favorite campaigns in the Coca-Cola vs. Pepsi battle is the series of actions from Halloween 2013, when Pepsi seized the occasion to launch a commercial campaign once again comparing itself to its rival. This time, the brand showcased its superiority with a clever image that needed no explanation to be understood, paired with the tagline: “We wish you a scary Halloween.”

Coca-Cola wasted no time in flipping the script and responding to Pepsi, turning their Halloween greeting into a brilliant strategy. Using the same image, the leading soft drink brand simply replaced their rival’s tagline with: “Everyone wants to be a hero.”

Coca- Cola vs. Pepsi: Clash of Titans. A documentary for fans of this advertising war

While we’re still awaiting the release of “Cola Wars” in 2025, this documentary, launched in 2002, serves as a perfect starting point to dive into the fizzy waters of the historic rivalry between these two iconic beverage brands. The documentary covers various aspects, including the marketing strategies employed by both companies, such as advertising, innovation, and pricing strategies, tracing their journey from the beginning to the present day.

Now, the million-dollar question: Which of the two brands benefits from this war?

For us, there’s no clear winner. While Coca-Cola is globally recognized as the leading cola brand, PepsiCo’s revenues are higher thanks to its product diversification. What’s undeniable is that both brands have mastered the art of using advertising to grow, leveraging ingenuity, creativity, innovation, and the full spectrum of media platforms.

Both brands have flooded the world with their advertising, with Pepsi choosing a more youthful, fresh, fun, and irreverent image. In contrast, Coca-Cola leans on sports and tradition to secure its position as the Top of Mind choice among consumers.

The cultural influence of both brands within consumer society is undeniable; however, a century later, they are still chasing the dream of exclusivity. These products have, in a way, shaped our lifestyles, with consumers proudly declaring themselves as either “Team Pepsi” or “Team Coca-Cola.”

In recent decades, the growing demand for healthier lifestyles and the decline in soda consumption have pushed both brands to explore new territories: energy drinks, where Pepsi dominates with Gatorade, and mineral water—now the latest battleground in this global commercial war.

Undoubtedly, the economic winner is Pepsi, which, when faced with the cola giant, chose to diversify into other food and beverage sectors.

At SomosSapiens, we understand the importance of recognizing the events that have set the standard in advertising and marketing. They inspire us to deliver personalized, effective, and innovative solutions for our clients. Take a look at our campaigns and discover why we are The Media Evolution Company.

And you? What’s your favorite campaign from the Coca-Cola vs. Pepsi battle? Let us know in the comments—we’d love to hear from you!

Sources:

Puro Marketing – Coca Cola vs. Pepsi: Historia de una guerra publicitaria que llegará al cine

Marketing Directo – Coca Cola vs. Pepsi: La increíble historia de la guerra de los refrescos de cola

Reason Why- Coca Cola vs. Pepsi: Documental completo y transcritoEscuela Europea: ¿Conoces la rivalidad histórica entre Coca-Cola vs Pepsi?

At SomosSapiens, we explain how the correct use of Artificial Intelligence and generating social awareness in relation to the responsible use of new media and technologies are key elements for the detection of this type of content, helping to clarify a panorama full of doubts and confusion. 

A world saturated with information… Or disinformation?

We live in an era where the creation and proliferation of fake news is constant, with AI being its great ally or its great enemy. Distinguishing what content is real and what is fake is becoming increasingly complicated. And it is that we live in a globalized world that, dominated by virality, loses the essence of truthfulness in the face of immediacy and the search for sensationalism or obtaining more interactions. 

Spain, the sleuths in the detection of Fake News: 

According to the study carried out by Ipsos to find out the public’s opinion on the impact of AI on the proliferation of Fake News, in Spain 8 out of 10 people agree with the fact that Artificial Intelligence makes it easier to create fake news and images, bringing greater confusion to the scene. 

Unlike other countries in Europe, Spain is aware of the negative uses of Artificial Intelligence, being more cautious in even being able to distinguish real news from fake news. It is one of the most critical countries in this regard, behind Hungary. Being aware of both the pros and cons of Artificial Intelligence can be a beneficial tactic when detecting Fake News. From this point of view, Spanish users are more likely to contrast or use news that demonstrates real and truthful sources. 

We can also observe in this study that 53% of the average of the world’s population considers that there are more lies and a greater tendentious use in current news and political events. In Spain, this percentage rises to 59% of the population, making it the second European country where this statement is most supported. 

Artificial Intelligence: The great friend and enemy of the age of disinformation:

Like a vaccine, the same component of a virus is the solution to stopping it. Artificial Intelligence can be a very useful tool when it comes to battling fake news; moreover, tools have now been created to detect such “attacks” on information. 

AI uses advanced natural language processing (NLP) and machine learning algorithms to analyze, verify, and compare content. They also provide cross-reference references with reliable databases and authoritative sources to validate presented facts. 

Currently, there are several accessible tools for news verification. From a Chrome extension (The Factual) to a mobile app that offers fact-checking and image checking (Logically). 

While it is true that Artificial Intelligence offers promising solutions, it is still facing very important challenges. One of the main ones is the detection of biases, working with more sophisticated algorithms and other hybrid approaches together with human verification to mitigate them. 

However, it is important not to lose focus on the most important thing to detect Fake News: the human perspective. Embedding programs within the education system is essential to teach future generations to navigate more safely and critically within the media environment. 

Digital literacy and our responsibility to educate future generations 

We are the generation that is experiencing the birth of Artificial Intelligence, we are also experiencing the birth of new forms of communication; and, therefore, their shortcomings and errors. Thus, digital education that we can teach future generations through our experience and awareness is crucial to combat misinformation. Promote critical skills to evaluate the quality of the content they consume, in addition to recovering the basic concepts of information ethics, where we teach users to share verified information and the consequences of spreading false content.

At SomosSapiens, we are aware of our duty to know the uses of Artificial Intelligence as a tool in all possible scenarios within the field of communication. Learning from the tools of Artificial Intelligence together with human perspectives of great trajectory and experience allows us to cement verification methodologies which are so beneficial both for us and for the rest of the world. 

Sources: 

Ipsos: Fake news in the age of AI

Telefónica: Artificial Intelligence, a barrier to fake news

Founderz: The AI Revolution and Fake News Detection

From SomosSapiens, we explain the relevance of surrounding content within advertising, and how, thanks to a correct segmentation and the strategic use of Artificial Intelligence tools, we can provide a pleasant experience to future buyers.

The shopping experience starts from the moment the consumer meets the ad. The context in which ads are displayed plays a crucial role in creating a positive and meaningful experience for the consumer.

Context is relevant in social media advertising:

According to the most recent Integral Ad Science (IAS) study “Brand safety in social networks”, 47% of the users interviewed do not mind seeing advertisements when they are natively and naturally integrated into the feed; that is, they are related to the digital environment that surrounds them.

As we can see, the feed is part of the user experience, being a relevant and decisive part of the purchase decision. According to IPMARK, 53% of social network users confess that they are more likely to buy a product or service as long as it is related to the content they are viewing.

While consumers accept the fact that social platforms and their algorithm have more responsibility about the content shown than advertisers, they consider that brands have part of the responsibility, this because their appearance is determined in part by the strategy and segmentation applied in the campaign, even influencing the number of times the consumer can see the ad on a daily basis.

It is also recommended not only to use the native tools of social networks, but also to use tools with AI technology, which serve as support when optimizing from tasks within the segmentation of the ad to the edition of campaign copies.

Social networks: A showcase of constant exposure that the advertising professional should not neglect

Social networks are present in our daily lives, being a channel of great relevance for brands when it comes to reaching new consumers. According to the aforementioned study, 99% of consumers use social media platforms and 87% spend at least 2 hours browsing social networks. Therefore, we must take care of our showcase and provide positive experiences to users.

In a world where we have a massive, versatile and personalized media, constantly confronted with superficial and uninformative content, advertising campaigns focused on mass impact, but disconnected from personalization, have resulted in the formation of a more critical consumer. This is the real challenge for today’s advertisers: to achieve an authentic and relevant connection with audiences that demand greater personalization and transparency in their experiences.

At DigitalSapiens, we innovate and execute advanced digital strategies whose mission is to effectively connect brands with their audiences through creative and customized digital solutions. Learn more about our digital media solutions and which are the tools and technology with which we ensure performance optimization.

Sources: 

IPMARK: Adjacent content in social media advertising key to conversion

Integral Ad Science: Social Media Brand Safety Study 2024

SomosSapiens: Media Evolution Bites: 5 AI tools every marketer should know about

At SomosSapiens we are always looking for new talent that can add value to our experiences and growth. Assumpta Nebot joins SomosSapiens for the position of Head of Client & Growth, focusing on providing excellence in our client service and adding value to hybrid media strategies for current and potential clients.

With a wide experience in multinational agencies, she has had the opportunity to collaborate with advertisers and brands such as Stellanis, Heineken Spain, Samsung, Mapfre Johnson&Johnson, Opticalia and Toyota, she arrives at SomosSapiens to lead the Branding Planning team, working alongside the Digital, Trading and Data teams.

Nebot will join the Management Committee and will be aligned with the objectives of the Group’s strategic plan for the next four years. She will bring all her experience and talent to achieve them, and thus keep SomosSapiens in the TOP3 of indie agencies and media groups with 100% national capital.According to our CEO, Guillermo Hernández, “After a very thorough and thoughtful process, with excellent and talented candidates, we have managed to convince Assumpta to join the project and we are sure that she will help us to consolidate our position as the media, digital and innovation partner of reference within the media agency landscape of the national market”

With more than 2 billion active users, Instagram has established itself as the world’s most popular social network. It also offers versatile and effective tools for content marketing. For brands, it is essential to know and analyze in depth all the tactics that can be applied on this platform, and one of the most powerful is the SEO strategy, key to boost the organic growth of your account.

Instagram is not only a social network for sharing content, but it also works as a powerful search engine. In this Media Evolution Bite from SomosSapiens, we bring you 10 SEO tips on Instagram that will help you improve your reach. Pay attention and indulge yourself with this informative bite!

1. A 100% optimized Instagram profile

When driving traffic to your Instagram profile, it is essential that the biography clearly explains what your brand is about and where users can access your website. To help you in this task, we give you four simple recommendations that, although they may seem obvious, are often overlooked in the daily management of a brand on this social network:

• Keep your profile public: It is essential so that more people can discover your content without restrictions.
• Use an attractive brand image: First impressions count, and a neat image makes a difference.
• Choose a user name that is recognizable and easy to find: This will make it easier for users to search for you and identify you quickly.
• Register your account on Instagram Business: To access analytical and promotional tools that will help you better manage your strategy.
• Include a trackable link in your bio: You can use UTMs, to measure the traffic coming from Instagram and optimize your actions.

2. Include the main word in the user name and main name.

When creating content or optimizing your profile, it’s crucial to think like your audience would and use the terms they would use to find what you offer.

Instagram has its own search engine, so incorporating the right keywords is essential for your profile and posts to appear in the first results. This will allow you to increase visibility and attract more users interested in your content.

3. Add secondary keywords in the biography

Secondary keywords are terms that, while not the primary search, may be related to what your audience is looking for. While not as direct as primary keywords, these secondary keywords can indicate that users have an interest in your product or service, helping to attract a broader audience that may also be interested in what you offer. Secondary keywords are terms that, while not the primary search, may be related to what your audience is looking for. While not as direct as primary keywords, these secondary keywords can indicate that users have an interest in your product or service, helping to attract a broader audience that may also be interested in what you offer.

4. Hashtags are also keywords  

Currently, there are many doubts about the validity of hashtags, but SomosSapiens confirms that they are still relevant. Many users continue to use hashtags as a tool to discover content related to specific topics. 

Therefore, we recommend implementing a hashtag strategy that includes secondary keywords, which will allow you to reach a wider audience and attract users interested in various areas related to your content.

5. The use of secondary keywords in the texts of the publications.

Like Google, Instagram functions as a standalone search engine, where every aspect of the experience must revolve around the use of keywords. While creating engaging copy is essential to grab the attention of new users and keep current followers, we can take it a step further. By optimizing that content with appropriate keywords, we not only attract, but also appear in search results, which helps build a stronger image for the platform’s algorithm and maximize our visibility.

6. The use of hashtags and other solutions in your stories.

It is essential to make the most of all the formats that Instagram offers, especially stories.

Imagen: 20 minutos

This format not only allows you to interact more closely and directly with your audience, but also offers the possibility of adding hashtags to improve visibility and even links to your website, making it easier to drive traffic and boost the reach of your content. Take advantage of these functions to add secondary words and key links to your strategy.

7. Take advantage of Instagram’s alt text

Although originally designed for visually impaired users, alt text on Instagram can also be a valuable SEO tactic. The benefits of optimizing this text are similar to those you get from using alt text on your website images: it can improve your posts’ ranking in the algorithm, increase visibility in voice searches, and more.

To modify the alt text, simply access the options in the advanced settings of the application > select “Write alt text”. Here you can create a detailed description of your image. When you have written your own alt text, post your photo as you normally would.

8. Analyzes and follows up

Once you implement the necessary SEO changes, it is crucial to monitor how your new strategy is impacting Instagram and whether it is contributing to achieving your established social media KPIs.

While there are analysis tools available at the click of a button, experience in audiences and in-depth knowledge of social media environments allow us to give real value to the data obtained, generating more than reports, new strategies which will ensure better performance and better results in the future. Our DigitalSapiens business line’s mission is to effectively connect brands with their audiences through all digital environments.

9. Avoid common Black Hat SEO techniques

What is Black Hat SEO?  According to IEBS, it is “set of practices that are used to increase the positioning of a web page in search engines that are considered unethical”. And is that like Google, Instagram has also implemented measures against accounts that try to manipulate its algorithm.

Among these measures, the shadowban, a recent sanction applied to users who repeatedly violate the rules, stands out. This punishment limits the visibility of publications, affecting organic reach and making it difficult for content to be discovered by new users.

10. Use subtitles in the Reels

 It’s a fact: users don’t like watching Reels without subtitles. It doesn’t allow them to multitask or consume them in any environment. According to Powtoon, this allows the content to reach a wider audience, thus increasing the impact of the content.

Although this is related to accessibility, adding subtitles will also allow you to include relevant keywords and provide more context to the algorithm, making it easier for search engines to crawl and improve ranking.At SomosSapiens, we are experts in evolving and optimizing strategies to reach audiences through brand channels. Learn more about our digital media solutions and which are the tools and technology with which we ensure performance optimization.

Artificial Intelligence is here to stay, and there is no doubt about it. Instead of facing it as a thread, we must understand and comprehend its potential and possibilities. Not only to be more productive, but also to be more effective.

At SomosSapiens, The Media Evolution Company, we are really interested in the use of AI as a tool to understand, analyze and segment the most appropriate audience for each type of campaign and client. That is why we tell you about the impact of AI on audience knowledge.

AI is a tool that is evolving the way brands and consumers interact, benefiting both parties. AI analyzes data obtained from consumers and learns automatically, so processes are constantly being improved and adapted, favoring the efficiency of campaigns

For a campaign to work well, we must know who we are targeting and what message we want to convey. This is why a good audience segmentation is essential to impact the right group of people, who will perform the desired action. Artificial Intelligence helps in this phase of the strategy development process for advertising campaigns thanks to its capability to analyze a large amount of data in a short time, identifying patterns and make trend predictions. This makes it possible to generate various combinations of audiences, customize the way to reach each section of the target audience, and direct messages more precisely to those users who are interested and more likely to perform the desired action.

AI data analysis

One of the most outstanding features of Artificial Intelligence is the ability of its algorithms to analyze millions of costumer data in a short time. This allows an in-depth understanding of the consumers trends, behaviors, preferences and needs. Thus, brands understand their audience better: how they interact, what their buying process is like, what their expectations are and how to reach them

Decision making when developing a marketing strategy for advertising campaigns is much more informed and can be tailored to consumers. The insights obtained from data analysis provide an overview of the different buyer personas than make up a brand’s audience Campaigns can be customized with messages tailored to each buyer persona, encouraging consumers’ interest in them and enabling them to take the desired action.

Predictive Models for Audience Segmentation in AI

Another great benefit of Artificial Intelligence is its predictive capability. With the database analyzed, AI can predict the behavior of different kind of consumers. This allows the segmentation of audiences by types of buyer personas much more accurate, make combinations of various segmentations and focus campaigns towards the segmentations that will interact with the campaign the way we want.

Thanks to the learning machine, Artificial Intelligence learns automatically and associates specifics characteristics to each data. It makes accurate predictions that may not have been seen before and can be applied to audience segmentation, always with the supervision of the human eye. As the analysis and the learning is ongoing, AI continuously identifies patterns and trends, making valuable segmentations and predictions that allow to understand audiences and how to target them.

Personalization of Campaigns with Artificial Intelligence

We all get annoyed by advertising, but if what hits us is something that we need or that interest us will be more in favor of it than if it hits us something we don’t need o don’t care about at all. Artificial Intelligence helps improve audience segmentation for marketing campaigns and creates a positive impact by offering value propositions based on consumers’ interests and needs. This leads to much more effective campaigns.

Efficient audience segmentation helps to personalized campaigns, benefiting the relationship between brand and consumer, since the experience is much more relevant. The use of Artificial Intelligence allows more accurate audience segmentations, being able to combine different types of segmentations to develop the most cost-effective advertising strategy

The segmentation of well-defined audiences enables the personalization of messages in advertising campaigns. This generates a much more satisfying experience for consumers, as they receive advertising that is tailored to their interests and needs, with more relevant and engaging messages. In this way, consumers perceive these ads as less intrusive and are more likely to interact with the campaigns in the desired way. As there is therefore a more efficient allocation of resources and campaign budgets, and the campaigns are much more cost-effective.

Continuous AI learning

These analysis, identifying, predicting and learning capabilities of Artificial Intelligent are constant, so they also are applied once the advertising campaign is activated. This allows the application of adjustments and optimizations throughout the campaign to obtain the highest possible effectiveness.

Human Supervision

Artificial Intelligence is a super-useful tool for audience segmentation. Its impact on the professional world is very beneficial of the speed with which it can analyzes data and its predictive capacity to identify patterns and trends. But we must not forget that AI do not the job of the Marketing Specialist, it enhances it.  It will always require the supervision of a human being to identify and interpret the data and how to apply it in the most effective way. Is that human emotional intelligence that is needed to understand the data and craft a strategy that consumers can connect and empathize with. Without empathy and human understanding this would not be possible. As we have been saying, Artificial Intelligence is ultimately a tool, so a person is needed to perform the supervisory functions and train the AI with responsible, ethics and respectful methods.
At SomosSapiens we are experts in evolving brand audience and channel strategy. We enhance their stories, ideas and experiences with end-to-end media, digital and innovation solutions that differentiate them, connect them better with their audiences and accelerate their results. Visit our website to learn more about our services.

One of Netflix’s biggest failures has been the implementation of ads within its platform. Its growth in this area has been slow, largely due to limitations in targeting and measurement, according to widespread opinion. However, the streaming giant has revised its strategy and is introducing innovations that could transform connected TV advertising into the next big trend in the market.

According to Portal TIC, at its Upfront event for advertisers, Netflix announced that it plans to launch its own global advertising platform by the end of 2025. This move promises to revolutionize the way advertising is conceived on streaming platforms, offering new opportunities for both advertisers and users.

A transformation in the advertising approach:

According to  ReasonWhy, Netflix claims that having its own advertising platform will allow it to have greater control and deliver more personalized experiences in both its products and services. Reinhard, says, “This will give advertisers new ways to buy, new insights to leverage and new ways to measure impact.”

Según ReasonWhy, Netflix asegura que contar con una plataforma publicitaria propia le permitirá tener un mayor control y brindar experiencias más personalizadas tanto en sus productos como en sus servicios. Reinhard, afirma: “Esto dará a los anunciantes nuevas formas de comprar, nuevos conocimientos que aprovechar y nuevas formas de medir el impacto”.

With this step towards innovation, the streaming giant presents a transformative proposal for connected TV advertising. Moreover, this is not Netflix’s only bet on the evolution of the advertising market; the platform will establish major partnerships with The Trade Desk, Google’s DV360, Magnite and Microsoft. These collaborations will allow Netflix to consolidate a solid foundation for advertising control within its platform, expanding opportunities for both advertisers and users.

A response to user needs: 

Integrating advertising in formats not adapted to the platform or to users’ expectations would be perceived as an intrusion. This could cause users to lose interest, resulting in reduced attention to the ads. For this reason, Netflix is looking to offer a native ad experience, testing its new ad platform in Canada, and later in the U.S., during the second quarter of 2025.

According to Europa Press’ TIC Portal, the streaming giant has conducted in-depth research into consumer behavior in order to provide opportunities for brands and advertisers. “Bringing our own technology in-house will allow us to drive the advertising plan with the same level of excellence that has made Netflix the leader in streaming technology today.” Reinhard noted at the same event.

Connect with your audience thanks to Sapiens CTV:

We live in a constant evolution in the advertising world, where every day changes the way we consume advertising and the media through which we do it.

One of the findings that Netflix presented at its Upfront event this year, based on its research, is that in just one year its ad-supported subscription has reached more than 40 million monthly active users worldwide. This level of growth suggests that, users don’t mind watching commercials in exchange for paying less.

In a constantly changing market, it is essential to adapt our advertising strategies to new trends. Have you already done it? At SomosSapiens, we have developed ConnectedTV, an innovative solution for connected TV advertising.

With our high impact campaigns, you can make your audience connect with your message, either to increase notoriety, Brand Awareness or interaction. Join the change with our team of professionals, who are in charge of activating the ideal advertising spaces for your message, offering results that will exceed your expectations.

Fuentes: 

Europa Press

Reason Why 

Ad Excharger

We are currently in a market where the recall and differentiation of our product are key elements for success, allowing sustainability and permanence. Brand positioning is one of the great allies to achieve these objectives, being, together with branding, one of the bases to reinforce the identity of a product or business.

In this article, we will explore five branding strategies that you should know and can use to improve your visibility and sales:

1. Brand positioning based on reputation: 

Excellence and quality are crucial differentiators, because they are linked to prestige and influence. Being a member of a select group of individuals generates a sense of exclusivity, which in turn drives the acceptance of higher prices, as consumers tend to associate price with quality.

The use of a brand positioning strategy based on the product’s reputation will emphasize the social aspect involved in its purchase, making it an ideal way to capture the attention of both regular consumers and those who are not yet regulars. 

2. Attribute-based brand positioning: 

Focusing on the benefits we provide to our customers is also an effective way to differentiate ourselves in the market. Brand positioning based on product attributes enhances the product’s advantages, which attract potential customers to its consumption. This can be seen when, for example, a company emphasizes the innovation, size, or performance of the product, which make it ideally suited to meet the needs of the consuming public.

This strategy is not based solely on the product itself. The purchase experience and after-sales service also play a key role in the strategy. An example of this can be when cell phone companies highlight their equipment and, in addition, offer convenient payment installments to obtain it.

3. Problem and solution-based brand positioning:

Brand positioning strategy is especially recommended for products and services aimed at extremely well-defined market segments, such as travel health insurance or a bank loan. Based on the sense of urgency and the search for a solution, these are brands and services that provide a quick response to a situation.

4. Brand positioning based on added value: 

Enterprises can also build their brand positioning by adding non-existent value to their offer. And with this, we are not suggesting that they invent features to increase their sales.

The brand positioning strategy based on added value consists in endorsing products or services with social values or compromises, which are assumed by the organizations in the background with the purpose of building a positive public image before the potential consumer.

An example of this are the brands that give part of their profits to charity or, launch lines of solidarity merchandise.

5. Brand positioning based on competition:

Another effective brand positioning strategy to yout brand is to study our competitors in detail and identify what sets us apart. These differences will be our key point of support, as they will allow us to demonstrate why our offer is a better business option.

That is what competency-based brand positioning is all about, to persuade the customer to choose a brand over its competitors.

One iconic example of this is the historic advertising war between Pepsi and Coca Cola, as well as McDonald’s and Burger King. However, it is also seen in smaller brands, which use performance tests or price comparisons to highlight their product.

In SomosSapiens we are aware of the relevance in the application of various marketing techniques and proposals which enable us to reach our target audience, creating strategies of great reach, effectiveness and recognition which allow us to provide a quality service and the necessary momentum to achieve the proposed objectives. 

Find out more about our services here

Research: 

HubSpot – Guía del Posicionamiento de Marca

Rockcontent – Posicionamiento de Marca: Cómo lograrlo y qué tipos existen 

No more socks and colognes! 

The typical gifts for parents have long since become obsolete. The same goes for marketing strategies. Why not make a hybrid, experiential and shareable action? 

In this post, we propose three tips to promote your brand on Father’s Day.

First of all, we must make it clear that not all brands, services or products are intended for parents. If they are not part of our target, making a special promotion for them will not make sense. So before we jump like crazy into any action, we must consider what our goal is and who we want to target.

Once we are clear that doing a marketing action on Father’s Day is appropriate for our target  audience, we must devise a campaign that represents our brand, product or service and connects with our audience.

Here are three tips for promoting your brand on Father’s Day:

Create fun and emotional content

If these types of dates are useful to us, it  is for our  target to  connect with our brand, product or service. When we carry out special marketing actions for parents and families, we are winking at them to connect with them emotionally and thus position ourselves in their Top Of Mind. 

The key is to find that content that makes them smile and blush, that they feel identified with and/or inspired by. A story that is tender and funny and also represents the values of the brand. If we achieve this goal, we will not only connect with our target, but we will also get them to interact with the brand and keep it in their heads.

Create a Special Promo Pack

It doesn’t matter if your brand offers a product or service, if your target audience includes fathers, you can create a special promotion with discounts during the dates around Father’s Day to promote your brand, products or services and get sales. 

Bring together those services or products that fathers can most identify with, or are most attracted to, in a discounted promotional pack, and publicize the offer before Father’s Day. In this way, couples, children and even parents themselves will be able to see the pack and think of it as a gift.

Create a  specific landing page that consumers can reach through different channels such as search engines, newsletters and emailing, and social networks. Thus, in addition to highlighting the promotion, it will be easy to find it and will make it easier to buy or contract the service. 

Remember that this is a special offer; If your business is brick-and-mortar, leave a space to put all these products together in the special promotion. 

And, of course, enhance the visibility of this special promotion with advertising campaigns in off and on media. 

Raffle a shared experience

Father’s Day is a day to celebrate as a family. No matter how nagging they are, in the end they love to enjoy moments with their loved ones. Do a giveaway on social media by giving away an activity to do with the family. In this way, those close to them can give them a gift or they can celebrate their day in a special way. Accompany the giveaway with a hashtag so that the users who participate can share it on social media and thus make the action viral.

This type of action will enhance your visibility, allow you to interact with your audience, build customer loyalty and create a connection with them.

SomosSapiens is a Top 3 independent agency specialized in carrying out comprehensive campaigns for personalized audiences. Learn more about us here.

Discover the new solution that we have developed at SomosSapiens for connected TV advertising and activate it in your communication strategy. 

Connect with your audience while watching TV with Sapiens CTV.

Digitalization has changed the way we watch television. Now platforms and devices are multiplying. The contents are not moved by general grid but by personal one; Each person chooses the content they want to see and when they want to watch it. 

According to a study by the IAB, 90% of Internet users consume audiovisual content on television connected through the internet. Whether it’s on Smart TV, set top boxes like Chromecast, or on mobile devices, this new way of watching TV multiplies the possibilities of reaching a massive and qualified audience. 

This makes connected TV a fundamental discipline for campaigns with impact objectives such as notoriety or brand awareness. 

We show you how you can connect with your audience while watching TV with our Sapiens CTV solution.

What is Sapiens CTV?

Sapiens CTV is an ad solution, which we have developed at SomosSapiens, which connects brands with their audiences in the digital audiovisual ecosystem. At Sapiens CTV we integrate the different TV activations (linear and digital) generating maximum impact. 

Benefits of including Sapiens CTV in your communication strategy

• Connected TV has a high penetration. According to data from the first wave of Barlovento Comunicación’s Connected TV Barometer -OTTs, in January 2024 connected TV brought together 35.2 million unique viewers. Sapiens CTV collects, integrates, and optimizes all available TV and CTV options.

• Premium placements increase the visibility of your campaigns. The audience stops and sees what they’re really interested in. Sapiens CTV increases the visibility of messages by adapting to the user. 

• The variety of formats grows and adapts to the needs of the audience. Sapiens CTV analyzes and understands the behavior of profiles and matches activations to viewing moments and content.

Sapiens CTV: Connected TV solutions adapted to your needs and communication objectives

Through Sapiens CTV we offer three different connected TV advertising solutions that adapt to your communication needs and objectives. These three types of solutions are:

• Sapiens Visibility: Our Sapiens TV solution for campaigns that require brand awareness and recall.

• Sapiens Affinity:  Impact your target audience among the entire connected TV audience based on their affinity points.

• Sapiens Interactivity: Get answers from your target through interaction formats.

Don’t miss the opportunity to connect with your audience, contact us and find out about Sapiens CTV. And make your campaigns connect.

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“.

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.