In the Digital and Influencer Marketing categories, the campaign #Yo Escribo Mi Propia Historia (I Write My Own Story) was a finalist and received Copper Mentions at the First Independent Advertising Festival, FePi.
#Yo Escribo Mi Propia Historia (I Write My Own Story) was the name of the campaign that MileniumGroup’s team developed for Logitech, in order to reduce the abysmal gender gap that exists in tech and gaming industries. After detecting that in Latin America this phenomenon is much more prevalent, the communications agency began to create.
Thus, MileniumGroup began to develop a communication strategy to make women in these industries visible throughout the month of March.
Based on the insight “There is no one better than a woman to empower others”, the campaign included a very important influencer marketing component, in which renowned women from the gaming and technology world were the protagonists.
The action summoned 23 female influencers from Colombia and Ecuador to inspire Logitech followers not to give up on their projects or dreams, no matter how difficult they may seem.
We sent each influencer a special kit and an invitation to leave a message with her own story of self-improvement. They all responded! The stories were used to create four audiovisual capsules that reflected the pillars of the brand, and were published during the month of March.
An impact made possible by the voice of a truly inspiring generation!
The results? Remarkable: more than 900 thousand users reached, more than 78 thousand interactions, 25% more interactions than the previous Q, 17.5% average engagement, and most importantly and notably the growth of the female audience on Logitech’s digital channels from 36% to 44%.
“Our strategy of inclusion in digital channels permanently sought to link women with technology and gaming. In the last two years we have managed to increase this community on Facebook significantly, so this campaign fills us with pride and satisfaction,” explains Tatiana Muñoz, Regional Leader of strategy and digital content.
All the work and effort of the team, experts in digital issues and influencer marketing, also allowed the campaign to be selected to participate in the First Independent Advertising Festival, FePi. In the Digital category, it was a finalist and received a COBRE mention and in the Influencer Marketing category it was also a finalist and won the same award.
“It is the first time that MileniumGroup participates in this festival and it fills us with pride and optimism to have been awarded twice. For some years now the agency has been in a process of transformation and innovation in other areas of marketing, seeking to consolidate our position as communication strategists beyond public relations, which has been our flagship service,” says Juan Pablo Abratte, Creative Director, Latam.
Both awards are the recognition of the good work, planning and execution of a valuable and impeccable campaign that Logitech managed to carry out together with MileniumGroup, thanks to the communication strategy that was developed together.