{"id":2482,"date":"2020-09-23T10:49:11","date_gmt":"2020-09-23T15:49:11","guid":{"rendered":"https:\/\/www.taktikee.com\/?post_type=avada_portfolio&#038;p=2482"},"modified":"2020-10-07T20:52:17","modified_gmt":"2020-10-08T01:52:17","slug":"lanzamiento-de-glovo-en-ecuador","status":"publish","type":"avada_portfolio","link":"https:\/\/www.taktikee.com\/?avada_portfolio=lanzamiento-de-glovo-en-ecuador","title":{"rendered":"Lanzamiento de Glovo en Ecuador"},"content":{"rendered":"<body><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"--awb-bg-size:cover;--awb-margin-top:0px;--awb-margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-text fusion-text-1\"><h2><span style=\"font-weight: 400;\">Lanzamiento de Glovo en Ecuador<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Campa\u00f1a con influenciadores<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">En 2019 Ecuador empezaba a familiarizarse con las apps colaborativas (donde se encuentran personas que buscan un servicio, con personas que lo ofrecen), el mercado ten\u00eda ya experiencia con algunas de transporte y <em>delivery<\/em> de restaurantes como Uber, sin embargo, en ese a\u00f1o una compa\u00f1\u00eda espa\u00f1ola lleg\u00f3 con una innovadora propuesta \u201csi cabe en la caja te lo llevamos\u201d: esa compa\u00f1\u00eda fue Glovo.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para su entrada al Ecuador, Glovo cont\u00f3 con la asesor\u00eda de Taktikee, y para nosotros fue una experiencia fant\u00e1stica poder hacerlo, en este caso trabajamos una campa\u00f1a de gran magnitud solo con influenciadores (otra tendencia que era relativamente nueva en nuestro pa\u00eds) y los resultados de esta gesti\u00f3n fueron todo un \u00e9xito.\u00a0<\/span><\/p>\n<blockquote>\n<p><span style=\"font-weight: 400;\">True Reach: 1.8M\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">7.225 nuevos likes en 5 semanas\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">359.5K interacciones con influenciadores contratados<\/span><\/p>\n<\/blockquote>\n<h3><span style=\"font-weight: 400;\">Segmentaci\u00f3n estrat\u00e9gica<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">El \u00e9xito de esta campa\u00f1a no se debe solo por el alcance que obtuvo, sino porque se logr\u00f3 llegar, de manera estrat\u00e9gica, a los segmentos deseados por el cliente. Glovo lleg\u00f3 al Ecuador y puso en nuestras manos la responsabilidad de que su marca se d\u00e9 a conocer a su p\u00fablico deseado, y para lograrlo deb\u00edamos hacer uso de la experiencia y tambi\u00e9n de las mejores herramientas digitales disponibles.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">\u00bfC\u00f3mo lo hicimos?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Para alinearnos a la estrategia comercial de la marca, segmentamos al p\u00fablico estrat\u00e9gico, seg\u00fan los servicios que Glovo ofrec\u00eda, como: comida, b2b, farmacia, etc. Y en base a esto, nos pusimos en la b\u00fasqueda de los mejores influenciadores dentro de cada categor\u00eda, de esta manera buscamos micro influenciadores <em>foodies<\/em> y <em>gourmet<\/em> para el tema de comida, amas de casa y madres para el tema de farmacia y v\u00edveres; emprendedores conocidos que puedan probar y recomendar el servicio de entrega de paquetes, e influenciadores fuertes, macro para darle fuerza a la marca en s\u00ed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nuestra lista inicial de posibles influenciadores tuvo que pasar por varios filtros antes de ser seleccionados, entre esos el filtro de nuestra plataforma pago (Klear), que nos permite evidenciar, entre otras cosas: si los seguidores de un perfil son reales o no, d\u00f3nde viven las personas que siguen a una persona, y el nivel de influencia que este perfil tiene sobre sus seguidores.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El siguiente paso es la negociaci\u00f3n con cada influenciador, donde la experiencia de la agencia pesa mucho; la presentaci\u00f3n de la marca y sus objetivos, para evitar fallas de comunicaci\u00f3n; y finalmente el trabajo creativo, junto con cada influenciador, del tipo de contenido que pod\u00edan generar y si este conven\u00eda o no a la marca.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con los antecedentes y acuerdos claros, se despleg\u00f3 una campa\u00f1a de 5 semanas. El monitoreo automatizado y tambi\u00e9n personal de cada influenciador, mostraron los resultados deseados, hab\u00edamos llegado de manera principal a las ciudades deseadas y con mensajes estrat\u00e9gicos, resultados que impulsaron en nuestro pa\u00eds una marca que ya ven\u00eda siendo muy fuerte en otros mercados.\u00a0<\/span><\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div>\n<\/p><\/body>","protected":false},"excerpt":{"rendered":"","protected":false},"author":5,"featured_media":2513,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"portfolio_category":[274],"portfolio_skills":[275],"portfolio_tags":[285,284],"class_list":["post-2482","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-casos-de-exito","portfolio_skills-influenciadores","portfolio_tags-glovo","portfolio_tags-influenciadores"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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