Food, beverages and catering
Audiovisual production | Media management | Social media advertising
YouTube and Instagram
LATAM
AJE Group, a large Peruvian multinational beverage company, sought to introduce its “Bio Amayu” brand of juices made with Amazonian superfruits to Generation Z, not only by referring to their nutritional benefits, but also by building a message around the social and sustainable action behind these products, as they are harvested and grown by indigenous communities in the heart of the Amazon, using sustainable agriculture techniques that help mitigate climate change.
A storytelling approach was devised that appeals directly to audience participation, creating a YouTube channel where 100% of the proceeds go to various causes to save the Amazon's biodiversity. Thus, anyone, without needing to buy the product and wherever they are, can become "a guardian of the Amazon."
The videos published on the channel are part of a Branded Content strategy to raise awareness of the cultural context and social action behind "Bio Amayu," combining learning with entertainment. Among all the edutainment formats produced, the web series "El Panal" stands out.
Starring the cast of enchufe.tv, one of our own production channels and the world's number one for Spanish-language sketches, this series tells a comedic story about an advertising agency on the brink of bankruptcy because it has lost all its clients. Their last chance is to design an advertising campaign for a mysterious client, and to do so, their employees will embark on an integration journey through the Amazon. Through the different episodes, the protagonists will learn all about superfruits, the indigenous communities that produce them, and the social action behind "Bio Amayu." All of this is delivered through enchufe.tv's signature style, where, through humor, they tell stories that captivate Latin American audiences.
In addition to this influencer marketing campaign alongside the enchufe.tv channel, we at 2btube manage the brand's Instagram profile, producing ad-hoc content for this social network.
The brand has been equipped with a storytelling and content strategy that will allow it to convey its message and the benefits of its product over the long term, connecting with its target audience.
The brand has evolved from an initial challenge focused exclusively on launching a product in Latin America to the creation of a global movement, where anyone can contribute to the cause without having to purchase the product, thanks to watching and sharing the videos on the YouTube channel.
The YouTube channel has 40,000 subscribers and more than 4,400,000 views.
We won the award for "Best Contribution to Brand Development in Branded Content" at the Publifestival; the Agripina Award in the "International" category; and the Bronze Award in the "Best Branded Content" category at the Best!N Food Awards.
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