ProChile, under the Chilean Ministry of Foreign Affairs, is responsible for promoting exported Chilean products and services.
We developed the strategic plan and localised Chile Cumple, a global campaign for the China market, promoting 8 different product categories and a website.
To assess video content, we conducted neuromarketing research. The process tracked candidates' eyes to evaluate video resonance.
Our localised material, with images of Chinese and Chilean people together, generated the best emotional response.
We translated the slogan using a “call-to-action” style: Yes, Chile! We further localised the video by integrating pre-recorded footage of Chinese nationals in Chile. We developed an original KV to represent both the product category and Chilean landscapes.
In order to better engage with the local audience, we developed a Chinese version of the MarcaChile website hosted in China to align with regulations.
We combined video produced in Chile with our existing footage and a Chinese voiceover to further localise and resonate with audiences in China.
We strategised and executed an integrated campaign, from TVC ads and livestream to social media and public relations.
We also provided gift baskets filled with samples of selected product categories for KOLs to promote and consumers to win.
The campaign significantly increased search queries on social media and successfully drove traffic to the website.
We also managed three additional campaigns.