Since the beginning of 2015, caused by the lack of alternatives in the labour market and related with the approval of a new law that promoted self-employment and entrepreneurship, a startup phenomenon could be observed in Spain: the rise of businesses focusing on delivery services.

That’s how “Entregados*. Loaded with motivation”, a branded content platform created around a web series of 22 episodes, came to life. (* ”Entregados” in Spanish has two meanings: “delivery” and “commitment”.)

The series was packed with the funniest anecdotes of a delivery service’s working day to let every business owner and employee identify him or herself self with the protagonists. This was the hook for further engagement with our audience, offering them more contents on our platform every small and medium business would need for further success: interviews with professionals, staff development advice, new skills & motivation, amongst others.

Over the course of 10 months, every month two new episodes of the web series were launched on our microsite. Due to our dual target, both Marca.com (5 million readers) and Expansión (2.5 million readers) run the same microsite with the same contents but due to the different interests among our audiences the way each piece content was promoted was related either to sports & entertainment or business & economy.

Additional contents aside of the web series were published weekly on each platform’s home page and within relevant sections, i.e. sports, motor, etc.

To get to know more our audience, their needs and dreams and to give them support, a competition invited them to tell their success story in a short video. The winning business was awarded a coaching and team building session to improve its capabilities and skills. This were additional contents for our platform and publisher’s sections.

The results of the campaign surpassed all previous expectations: The microsites visits reached 610.000 visits (being 72% above objective), counted 705.406 views of the episodes and 740.000 page views in total (50% above objective). The average time spent on the microsite was over 4:23 minutes per visit, while 3,7 are the average compared to other brand’s campaigns and contents.

While the campaign helped revert the negative sales trend of the product category, making it contribute up to 23% of their total sales compared to the initial 19%, the best part was that at the end of the year Renault became the #1 market leader in Spain for commercial vehicles.