To start the community, a blogger strategy was created to start talking about love in the digital space (blogs, Messenger, etc), create buzz and drive traffic to lovepark.com. The goal was to make lovepark.com, the place where young women could share stories and talk about love. The first key step was to create buzz. Young women were recruited to start the conversation, they had to be active digital contributors – it was important that these women didn’t simply read blogs or social networks but actively contributed. This was a new approach for Mexico so it broke new ground in terms of approach.Further amplification was achieved through the creation of a “Digital Love Test” which would appear on key sites visited by the target and drove traffic to lovepark.com. Again, it was about engaging women in something that was important to them rather than simply pushing a brand message.

The most successful digital campaign in the history of the brand in Mexico. It was a media first as well – the guerrilla approach achieved:Total Blog Page Views: 63,868Total generated comments: 8,586Total generated friends: 2,862Digital Test - 2 million impressions were achieved with over 250,000 unique users responding.Lovepark.com.mx received over 488,000 unique visitors, 3.4 million page views and a staggering 11,000 people registered for the site.Source of Digital data: Google Analytics / MSN / Terra.Campaign evaluation - the statement “It made BRAND seem more appealing” 72% vs 64% Mexican Norm (MWB research).