La campaña “Tu cuerpo necesita Islas Canarias” premiada por recibir 22 millones de visualizaciones en Facebook

La Asociación de Publicidad, Marketing y Comunicación Digital de España premia a Islas Canarias por una acción que logró más de 22 millones de visualizaciones en Facebook

“Tu cuerpo necesita Islas Canarias”, una campaña dirigida a usuarios de esta red social, fue premiada con un Oro por el uso inteligente del big data.

La marca Islas Canarias ha sigo reconocida con un Oro por su innovadora campaña “Tu cuerpo pide Islas Canarias”, que utilizaba de forma creativa e inteligente los datos de los usuarios almacenados en Facebook para generar vídeos personalizados. La campaña consiguió más de 22 millones de visualizaciones en los mercados tradicionalmente consumidores de turismo de “sol y playa” como Noruega, Suecia, Alemania, Holanda, Bélgica, Reino Unido e Irlanda, y los contenidos fueron traducidos a seis idiomas.

Este galardón fue entregado este lunes por la noche en el Círculo de Bellas Artes de Madrid, en el marco de la XII edición del Inspirational Festival organizado por la Asociación de Publicidad, Marketing y Comunicación Digital de España (IAB Spain), que reconoce la innovación en la industria digital. La campaña entró en la lista corta dentro de la categoría de Datascience y competía con otras marcas como McDonald´s, Porsche, Diageo España o Cabify.

“Tu cuerpo pide Islas Canarias” fue una acción lanzada en invierno que utilizaba imágenes de Canarias y las cruzaba con los datos de usuarios de Facebook, como por ejemplo la ciudad donde vivían, sus fotos, la fecha de sus cumpleaños o desde cuándo no se iban de vacaciones. El objetivo era generar un vídeo personalizado en tiempo real que les despertara el deseo de viajar y disfrutar de multitud de experiencias en el Archipiélago con el mejor clima del mundo. De esta forma, no se creó exclusivamente una pieza audiovisual en la campaña, sino que se realizaron tantas como usuarios participaron en la acción.

En tan sólo dos semanas se generaron 43 horas de contenidos únicos, con un 38% de tasa de participación, cada vídeo compartido consiguió una media de cinco nuevos vídeos y se contabilizaron 427 horas de visualizaciones en los muros de los usuarios.

 

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