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The study “Digital Communication Report 2022” explains part of why it fascinates the consumer to have a relationship with brands.
Just as we have seen the anecdote of a mother dressing up as Mama Lucha, there are other cases of people who have dressed up as Doctor Simi.
Aurrerá is the leading brand in retail, due to the number of stores in operation it has.
This October 31 and the first two days of November have been used by people to dress up and appear at all kinds of events or places, as we have seen with a mother, who fulfilled her dream of dressing up as Mom Fight and go shopping at Bodega Aurrerá playing the famous heroine of Mexican retail with a custom.
The idea is one of the many actions that brand mascots have motivated in the consumer, thus expressing the evident identification that they have achieved with the commercial proposals in the market.
Given this situation, the interest that brands have gained in the consumer through costumes is striking, with which they manage to demonstrate the fanaticism they have for some of the companies that have become, in actions that are amplified on social networks.
The case of Doctor Simi demonstrates the consumer’s willingness to have a relationship with a brand, going so far as to dress up as his character. Within the study “Digital Communication Report 2022” a very important element is verified in this regard and that is that more than 40 percent of consumers are willing to receive communication from a brand, both to promote a new product and to confirm a purchase.
There is a necessary relationship with brands for consumers and that is where creativity comes in, so that through characters like Mama Lucha or Doctor Simi, social networks are conquered.
The relevance of communication through social networks marks a unique challenge in interaction with the consumer and is the one that has to do with the way in which brands are expressing themselves.
A heroine goes shopping
“Today my mom fulfilled her dream of being the champion of low prices,” cites the message that Paulina Yáñez posted on her Twitter account showing a woman dressed as Mama Lucha, achieving not only the attention of the brand, but also He thanked the recognition by personifying himself as the heroine of the brand.
“Wow, how amazing! Your mom is a true champion, she looks spectacular. I am very happy to see her so happy,” wrote the famous retail brand.
Today my mom fulfilled her dream of being the champion of low prices 👻🎃 (help me get to @BodegaAurrera) pic.twitter.com/Q2BY872du9
– Paulina Yañez (@ paulinayaez22) November 1, 2022
She really was the happiest 🤍🤩 @BodegaAurrera pic.twitter.com/2GyktqCrcO
– Paulina Yañez (@ paulinayaez22) November 1, 2022
Like this action, we have seen a series of activations motivated by retail, in the day-to-day of the consumer, such as a minor who dressed up as Doctor Simi, the character from Farmacias Similares, to celebrate his birthday.
That said, it is important to understand the interest that comes from creative elements such as mascots, characters that are definitive in the branding of a company before consumers.
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