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GUSANITOS de Risi ¡Gracias peques!

Spanish pioneer branded content agency ZOND designed this content for snack brand Gusanitos (owned by second snack manufacturer in the country: RISI).

Objectives were paying homage to children, as the greatest heroes of the COVID lockdown and boosting awareness and engagement for the Gusanitos brand.

“GraciasPeques” (“thank you, kids”) took the form of a social experiment where children were interviewed in-depth in isolation of their parents, in order to discover their real feelings and anxieties after 60 days of lockdown. Then, the videos were shown to their parents, helping them understand many aspects of the situation which were unknown to them.

An ambitious plan of remote production was designed in order not to visit participants´ homes. A self recording kit was sent to every home and ZOND production team monitored the recordings in real time with the help of various digital tools.

Results were impressive with over 1 million views of the content in YouTube. The content was also aired in digital sites of TV networks Mediaset and Atresmedia.

Across the world, we have collectively been experiencing a huge crisis which has not discriminated. When so many business sectors have suffered as a result of Covid-19, marketing has understandably taken a battering. Budgets have been slashed as uncertainty has reigned. At the same time, for those who haven’t withdrawn altogether, brand messaging has felt like a tightrope for most, bringing a huge challenge of striking the right tone whilst putting out compelling content. Any brand message that could be seen to be exploiting the current situation has been met with negative consumer sentiment that could cause long term damage to brand equity. At the same time, many of the traditional ways of creating marketing content, such as tv production, have been severely restricted during lockdown.

Several notable brands have pivoted to practically help – from manufacturing hand sanitiser to donating free or discounted food to health-workers. These initiatives have rightly been applauded. But which brands have gone further in a way that is likely to make a long-term positive impact?

Celebrating best-in-class branded content

There are great examples of brands that have employed creativity, resourcefulness and thoughtfulness during this very challenging time. Content has always been the strongest and most effective way in which to engage people by providing genuine value, and right now this has never been more acute.

Whether it is to provide utility, as above, or to entertain, inform, educate or inspire, we want to highlight the very best branded content that has been produced during the lockdown period, across the globe. Stand-out campaigns are to be nominated from all active BCMA markets, and all BCMA members will have the opportunity to vote for their favourites. We will then publish the winners and promote them across local and global channels.

Why the BCMA is doing this

We are all united in experiencing this devastating pandemic, and it is so often out of adversity that creativity is borne. As the BCMA, we have a mission to promote best practice when it comes to branded content. And as a global organization, we have a unique opportunity to bring together the best examples from around the world to recognize talent and inspire other brands and content makers.

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Global Lockdown Content Showcase Spain