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An activation of Maruchan outside the Poli conquered users, who are already training their schools to be the next.
Different brands take the support of ambassadors as a reference in order to reach new audiences.
It is a loyalty strategy similar to the one used in the KFC campaign with the rapper Aczino.
The TikTok influencer, Esen, participated in an activation of the Maruchan brand, which consisted of giving soups to the students of the National Polytechnic Institute, “Poli”.
This is added to the different brand activations that consist, precisely, of giving away objects through the participation of influencers and/or brand ambassadors. On some occasions, it is even the content creators themselves who decide to carry out actions for others, without the intervention of brands:
@daniielroojass #yulay #ecatepec #viral #for you @Yulay ♬ original sound – PACO_SONIDERO_H&F
Esen gives away Maruchan soups outside the Poli and schools “are already lining up”
Esen, one of the best-known content creators in Mexico, shared a video on his TikTok account. In it, he is outside the facilities of an IPN campus, with a table full of Maruchan soups.
According to what he commented, this was part of an activation by Marcuchan, which consisted of feeding the “estudihambres”, as they are known in the slang of the university students
In the same way, this campaign seems to be inspired by the constant “memes” about the “student diet”, where the brand appears, along with Coca-Cola.
This was the video shared by the content creator:
@esen_alva All the students pray to San Maruchan siono banda? hahaha #EstudihambresVsGodinez @Maruchan Mx #humor #aquirezandoleasanmaruchan ♬ original sound – Esen
With this, the users who were able to observe the campaign began to “train their schools” in line:
felipereinoso362I miss a day at school. My compas: yesterday Esen came and gave us Maruchan
Eric MenesesI heard that guy give a very passionate Goya and now he’s going to apologize to Maruchan
Emma Granados Mtzwey, I’m hungry too, I’ll order you there in Fes Iztacala
Jessica Bugarinat UNAM 🥰💖
David Alexander 6029fall to Zacatenco
The reach of TikTok
TikTok has become one of the favorite social networks for users and brands. This is because, due to the way in which its algorithm works, the impulse that it usually presents for entrepreneurs and influencers it is quite significant. The content is diversified and arrives in a direct, fast and simple way. In the same way, the generation of communities makes it easier to move towards a safe path.
This is something that brands have been able to observe and have consistently taken advantage of. Brand ambassadors are in charge of capitalizing a product on new audiences. And it is that Mexico is especially one of the countries where consideration for these new spokespersons is important. We Are Social, Hootsuite and DataReportal pointed out in a study that Mexico is considered the second country in Latin America with the most Internet users per day, with 96 million. In addition, it is also the third country with the most influencers of Latin America, behind Brazil and Argentina.
That is why Instagram and TikTok, as well as other platforms like Twitch, have extended the possibilities for brands. During the pandemic, already by 2021, the platform created by ByteDance exploded. At the time, TikTok was considered the fastest growing platform in history, surpassing 1 billion users.
This level of exposure is something that brands have learned to detect. Now, it is easier for a brand to make its budget work through the internet than on television. At the same time, it is easier than ads on the internet have a positive impact than a millionaire television commercial. For this reason, those who manage to get it right with digital activations and campaigns are the ones who manage to get the best out of each idea.
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