Challenge

To generate greater brand awareness and connection with a more specialized target audience (architects, builders, designers, and developers).

Strategy

Our plan consisted of reviving the brand's YouTube channel, which had been inactive for some time, and using Cesantoni’s Instagram account to drive traffic to this channel. To do this, we identified influencers with expertise in architecture and lifestyle, two key areas for the brand, with the goal of generating a positive impact.

Finally, we proposed Mariano Aguirre as an external brand ambassador, an expert in architecture, to be the host of the program "Trends by Cesantoni" broadcast on the brand's YouTube channel. In addition to his participation in the program, he would have a presence at important events for Cesantoni, thereby strengthening the association between him and the brand.

Results

With the recording of 6 episodes of Trends by Cesantoni, along with the specialist’s appearance in Obra Blanca, Design House, and AIA, more than 300,000 impacts were achieved on social media, along with several thousand views for each episode of Trends by Cesantoni.

The relationship with the ambassador has positioned Cesantoni as a brand aimed at a specialized but accessible audience, with the goal of bringing buyers closer to the world of architecture in a simple and attractive way.

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