Objective

 

Attract 80,000 visitors to LeaLA through a 360° strategy and diversify the attendees’ profile in order to see an impact in the number of sales.

 

Strategic objective

 

Invite the Hispanic population of California and neighboring states to attend the third edition of LéaLA, a Spanish book fair carried out by the University of Guadalajara (UDG) Foundation USA aimed at celebrating the Latino identity through Spanish Literature.

Execution

 

We developed a campaign for LeaLA with an appealing and attractive creative concept. This campaign was showcased in all Hispanic media outlets in the L.A. area, as well as several mediums targeting the general market.

Our grassroots activations included activities to build awareness and promotional events to generate great anticipation.

 

Results

 

85,000 people attended the event over a period of three days, with a 25% increase compared to the previous edition. Because of our digital strategy, the website received a total of 32,000 unique visitors with an average visit duration of 4 minutes. Facebook engagement increased by 75%. Twitter captured a good amount of attention as well and saw a 26% increase.

85,000

People attended

32,000

Unique web visitors

75%

Engagement increase on Facebook

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