In 2024, Modelo wanted to defend and grow Modelo Especial’s #1 brand position among multicultural Hispanics (21+). The goal was to reach “Determined Optimists” across the U.S. with their “Mark of a Fighter” messaging, honoring aspirational personalities in the Hispanic community.
Part of NGLmitú’s everyday purpose is to spotlight such community heroes, whether it’s in our daily organic content on our owned and operated platforms or in the premium content we create for our advertiser partners. We saw a great opportunity to merge this mission with Modelo’s, creating space for the stories of Latino artists we admire while connecting their authenticity to the brand in an impactful way.
To do so, we created 5x episodes of our original award-winning docuseries “Yo Soy Así” (This Is Me) along with editorial content that brought our Hispanic 21+ audiences into the worlds of five dynamic individuals.
First, we identified the 5x heroes that would bring the “Mark of a Fighter” spirit to vibrant life:
Then, our team took their own words from our pre-interviews and crafted them into powerful voiceover scripts that paid homage to their inspirations and highlighted their “fighting” spirit as they’ve charted their own paths.
From there, a day of filming with each of them allowed us to shoot stylized, cinematic images capturing their essence. When merged with the voiceovers, the stories of our heroes came to life in a visually stunning way. Modelo Especial was seen integrated throughout each piece as a way they celebrate their success and honor their fight.
All told, NGLmitú produced 10 custom pieces of social video content and 5 social carousels for the campaign, consistently delivering these stories to our audience on our flagship wearemitú social platform as well as our crema platform, where Latino culture and lifestyle intersect. In addition, a co-branded series homepage was created to house all 5x hero Yo Soy Así episodes on our OTT platform, mitúTV.
The Yo Soy Así campaign with Modelo Especial delivered incredible results for the brand, effectively driving fondness for the brand among our target audience.
Our brand study showed a 21% increase in audience brand consideration after exposure to the creative assets while also driving a significant decrease for consideration for the competitive set. On average, 87% of respondents viewed the content as Authentic.
The campaign garnered 26M+ total impressions, 788K+ video views, 14M+ reach, and 40K+ clicks. Feedback was overwhelmingly positive from our client teams, our featured artist talent, and our community.
