MLB: Case study

Developed Strategy for the MLB to reach U.S. Hispanics in a culturally relevant and authentic way.

Cannes Bronze Lion - MLB #PonleAcento Campaign

June 2017 | Cannes Creativity Festival 2017

Grand Clio Award - MLB #PonleAcento Campaign

May 2017 | Clio Awards 17

  • Pitch Team & Agency of Record Strategist

  • Development & Implementation of Strategic Direction

  • Audience Definition

  • Core Challenge & Solution

  • Consumer Insights & Archetypes

  • Custom Qualitative Research (assistance in interviews, questionnaire development, video storytelling)

  • Creative Briefs

  • Social Listening

  • Tracked & Reported Campaign Success Metrics

  • SITUATION:

    MLB was looking for a way to reach Latino fans in a culturally relevant way.

  • PROBLEM:

    Latinos represented 27% of MLB players and over 16M Latinos were casual fans. But with low attendance numbers, the math wasn’t adding up.

  • CONSUMER:

    This fan base was extremely passionate about everything in life—soaking in every moment. They centered their lives around interactions and activities with loved ones. In a sense, they could be the ideal fan….but their passion for baseball was missing.

  • RESOLUTION:

    Turn a fan base into fandom by celebrating Latinos’ contribution to the sport.

  • MESSAGING STRATEGY:

    The legend is yours. Own it.

  • CREATIVE CAMPAIGN:

    Ponle Acento. (Put an accent on it.)

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