WTF is Buho Mag?
- Services
- Strategy
- Branding
- Digital product
- Sector
- Media
- Client
- Unidad Editorial
With social media, digital communications and streaming platforms fully established, publishers need to be included by an increasingly adult and ageing audience.
In this situation, Unidad Editorial needs to develop a project that allows it to connect with younger users and position itself as a modern digital brand.
OR WATCH THE TELEVISION
This is a compelling idea in a society of 6 million teenagers. We are talking about an underserved public that holds the key to the future in its hands.
Creating a differential value proposition became a significant challenge. We started by considering rebranding, an innovative and valid idea, but we still needed to solve the problem. Discarded!
Tactical actions with high engagement and memorable, but still didn't solve the problem. We kept discarding it!
The solution was to build a new way of connecting with an audience abandoned by the media, speaking in their language and the space where they usually interact.
SOCIAL TEEN MAGAZINE!
Not only did we want to go deeper into this neglected environment, but we also wanted to change how we did it. This meant changing the way of monetising without conventional advertising and putting in value what UE did best: content!
To do this, we have several products:
For one day, all the content on the main feed was about the brand.
The platform had a social layer allowing a brand to upload its content as if it were a category.
We had a few influencers resident on the platform who could generate content for brands.
Our platform could mutate its identity towards the brand.
Se generaban contenidos acordes a nuestras categorías que permitían enlazar a una URL externa.
Mentions were made in our content, and branded products were featured in images and videos.
Sponsorship of content requested by brands is mentioned.
Occasionally, we developed or participated in events and were accompanied by a partner.
We built branding with a special ability to change depending on the moment, the situation, or the circumstances, which allowed us to create an opportunity to monetise from the minimum expression of our brand without losing brand recognition.
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