Hemos Entrado A Tu Cancha - Grassroots Campaign

We parlayed our relationship with AT&T US to become agency of record with wireless giant AT&T Mexico to launch a first of its kind Grassroots Marketing / Drive to Retail Strategy along with their entire sponsorship evaluation portfolio. The campaign “Hemos Entrado a Tu Cancha” is rooted in the insight that 71% of Mexican consumers are more likely to support a brand that invested in their community during the pandemic. As such, we developed a program that supports impacted local small business owners and shoppers alike across Mexico. While things begin to normalize, AT&T is demonstrating their support by partnering with business owners and helping businesses rebuild and reopen. The goal of the campaign is to demonstrate that the real superstars are the community members themselves, and AT&T has entered their field to support and cheer them on together, down to the neighborhood level. MRN leveraged AT&T’s sponsorship of the Mexican National Soccer team and superstar athlete Memo Ochoa. The campaign assets include a social media CTA, drive to retail sweepstakes, at-retail event, OOH, branded vehicles, and brand ambassador field marketing. To-date the campaign has resulted in over 2M impressions, 250K one-to-one engagements, 1.1M social media impressions to date, and 160 incremental sales as well as a +10% lift in retail traffic.