Argentina is in the process of changing rules regarding the media environment and consequently branded content is also involved in it. This new Media Law was done to regulate the amount of advertising in the different audiovisual media, aiming to limit advertising to the advertising turn.

This fortunately gives a stronger impulse to the development of Branded content even for brands that are not experts in this field. And the bigger brands like Coca-Cola are willing to lead. The negative issue is that many brands are trying to make content and fighting to place it in key media.

Another issue regarding the proper place to reach the target was to find the proper media partner. After searchich on the available programs, we selected on morning magazine on one of the top 2 open air media channels (Telefe), and specifically we selected this magazine also because one of the presenters is a well-known chef.

We carefully selected a massive TV program where we will place our branded content. We choose to do it during a morning magazine show because it’s the most efficient for reaching mothers –our core target for this action.

To make a better call on the target we also developed a strong social media plan, as well as our own branded content site, which helped people register to participate as well as communicate with their friends to let them know about the program and the possibility to be part of it.

The branded content Cocineras de mi país was successful due to the extraordinary drawing power it had.

The rating of “Cocineras de mi país” block was on average 20% higher than the previous blocks.

The average time spent in the site was 6.25'.

Nowadays we are currently working on the second season of Cocineras de mi país.