#CasoDeÉxito: Agua limpia para los niños / Panamá

Stratego, agencia de Panamá que forma parte de nuestra Red de Agencias, nos comparte este caso de éxito que trabajó para la agencia internacional Procter & Gamble.

El Reto:

Dentro de su programa “Agua Limpia para los Niños” y en conmemoración al Día Mundial del Agua (2017), P&G deseaba realizar una acción diferenciadora en Panamá de un proyecto que tiene 9 años desarrollándose en el país y causar un verdadero impacto tanto en los líderes de opinión como en la opinión pública.

Estrategia: 

Desarrollar una campaña para potenciar los resultados de “Agua Limpia para los Niños” a través de una embajadora del Programa (figura reconocida a nivel local) y un socio estratégico como lo es el Grupo Rey.

Invitar a los medios de comunicación a vivir la experiencia del programa. Los periodistas invitados al evento de lanzamiento de la campaña podían realizar los 5 pasos para transformar el agua contaminada en agua limpia (experiencia sensorial).

Sumar a la comunidad a ésta iniciativa incentivando a los consumidores de productos como Ariel, Pantene, H&S, Gillette, y Pampers, a que por 1 producto adquirido, P&G donaba a su vez 1 litro de agua limpia para nuestras comunidades.

Resultados: 

  • Más de 20 periodistas vivieron la experiencia sensorial (utilizando los sobres purificadores y realizando el proceso de purificación) y publicaron sus vivencias acerca del programa.
  • Se lograron 47 publicaciones entre medios digitales, prensa escrita, revistas, radio y televisión, con un total de 16,538,964 impresiones, en periodo de marzo a abril 2017.
  • El video de realidad virtual creado en Panamá se utilizó para promocionar el programa en otros países de Centroamérica, logrando reconocimiento por parte de la oficina central de P&G en Cincinnati.
  • El video también se utilizó en acciones de comunicación interna con los colaboradores de P&G quienes pudieron vivir la experiencia de realizar la purificación del agua a través de la realidad virtual.
  • Se utilizaron los lentes de VR y el video como parte de la campaña con consumidores en algunos de los supermercados en los que se activó la campaña.
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