El alma de México

El Alma de México - A nationwide marketing digital campaign.

Steelie Awards 2020

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1.8

Million views

Seconds ad

270 K

USD of estimated investment

It is during these difficult times that we find the true values of the things that make us stronger, that’s why we decided to launch “The Soul of Mexico” (El Alma de México).

Highligts of the campaign

The Soul of Mexico is not just an ad, it goes beyond that. We are movement, we are commitment, we are warmth, we are pride, we care. And in the current context, it is people who matter the most.

▸ Launched in digital platforms such as The New Yorker, El Universal, Multimedios, El Reforma, Youtube, among others.
▸ More than 1.8 million views and 1.2 million viewers watched between 50% and 100% of the ad
▸ 2.5 million viewers expected to watch the ad which will be running until December 2020.

Visit the original landing page

The soul of Mexico: When did something so cold become so warm? The moment we gave it our strength, courage and all of our core values.

As an additional effort, we distributed a press release as an online news to Tier 1 regional and national media outlets in Mexico. During a complex scenario, outstanding the core values of the Mexican people were well received by traditional and online media.

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Digital communications

Find out more about or activities regarding the Excellence in digital communications.

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Presence, activity and performance on social media
Paid promotion: Ternium Product Tutorials
Digital leadership strategy, among others

Ternium communications response to Covid-19

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Own channels to boost the campaign

The Soul of Mexico had a unique approach to our own followers, as Maximo Vedoya, CEO of Ternium, kicked off the campaign with a tuit that echoed throughout the twittersphere. In a unique way, Max promoted the video among his followers, immediately leading other Ternium channels to do the same like “Ternium en Monterrey” on Facebook, Ternium Mexico, on twitter, and our LinkedIn profile “Ternium”.

Link to kick off tweet