Challenge

To generate greater knowledge  and connection of the brand with a more specialized target audience (architects, builders, designers, and developers).

Strategy 

Our plan consisted of reviving the brand's YouTube channel, which had been inactive for some time, and using the Cesantoni Instagram account to drive traffic to this channel. To achieve this, we identified influencers with experience in architecture and lifestyle, two key areas for the brand, with the goal of generating a positive impact.

Finally, we proposed Mariano Aguirre as an external brand ambassador, an expert in architecture, to host the program “Trends by Cesantoni” broadcast on the brand’s YouTube channel. In addition to his participation in the program, he would have a presence at important events for Cesantoni, thereby strengthening the association between him and the brand.

Results

With the recording of 6 episodes of Trends by Cesantoni, along with the appearance of the specialist in Obra Blanca, Design House, and AIA, we achieved over 300 thousand impacts on social media, as well as several thousand views on each of the episodes of Trends by Cesantoni.

The relationship with the ambassador has positioned Cesantoni as a brand aimed at a specialized yet accessible audience, with the goal of bringing buyers closer to the world of architecture in a simple and attractive way.