We’re not sure how it happened, but it´s late December already. 2016 is coming to an end and making way for 2017, a year that promises to be full of exciting challenges. As already shared with you in the previous post in our Etcétera blog, 2016 has been a great year for us here at Canela, lots of work, lots of fun, lots of new clients and as well as new colleagues. And if there is something that we’re especially proud of it’s the great results that we have achieved for our clients. So we want to end the year by sharing the three best campaigns we´ve managed in 2016 one for each Canela office. We hope you´ll enjoy them as much as we did.
The 3 best campaigns of 2016
Canela Madrid • Spain becomes #Vintaddicted
Vinted.es, is an online platform to sell and buy pre-loved clothes, they asked Canela to create a short-term high impact campaign with the aim of generating leads and brand awareness. The Canela Madrid team created a 360º campaign which included media relations, collaborations with bloggers and influencers, media tours and an event for Vinted´s top sellers in the capital. And all of these concentrated into the time span of just one month. In just 4 weeks, we became Vinted’s perfect partner in making Spaniards become #Vintaddicted.
As a result of our campaign, Vinted.es achieved broad coverage in all channels and, most importantly, increased the number of items sold through the platform. From Canela we managed collaborations with some of the most influencing IT girls in Spain such as A Trendy Life, El Blog de Silvia, Style in Lima, La Petite Yoli, Tutti Márquez o María Bernard, which generated more than 34.000 interactions with their followers. We also achieved 35 pieces of coverage in media such as Expansión, La Vanguardia and El Economista; we organized competitions with Telva, Yo Dona and Grazia and we managed 2 visits to major media groups that allowed us to get features in magazines such as K, Cosmopolitan, Marie Claire and Chance. The top sellers event, attended by 20 media outlets, was the culmination of an incredible month and an incredible campaign.
Portugal • All eyes towards a new urban market in Lisbon
The Pitch Market Lisbon is an urban market that recreates a villa made from maritime containers and is dedicated to national design brands. After a 2015 pilot edition, also supported by Canela, this 4-day market that offers design and decoration gadgets grew and assumed the dimension of a big event with sponsors, a conference programme, street food and an exhibition. Canela was in charge of the PR and press office actions with the aim of highlighting the originality of the concept, the brands participating and the entrepreneurial nature of the market.
A 100% presence was required and Canela Lisbon did a great job with the media, both at the corporate level and with the main participants of the market. The results speak for themselves: more than 100 pieces of coverage, including national, cultural and vertical press, 4 live TV broadcasts from the event, 5 interviews in the main morning radio programmes and features in the major national networks such as RTP, SIC or TVI, resulting in a total of more than 2 hours of TV coverage.
Following this link you can see the video (min 51)
Barcelona • Positioning Wellness Real Estate in the Spanish media
Privalore is a start-up pioneering project in Spain whose business model consists in the purchase, renovation and sale of apartments, but in a unique way. Privalore remodels these properties following the building principles established by the Wellness Building Standard®, with the aim of making them healthier and environmentally sustainable whilst opening these projects to private investors through crowdfunding campaigns.
Canela managed the launch of Privalore in the Spanish market, starting with a messaging framework and corporate dossier, the planning and production of specialized contents, such as press releases and opinion articles, with two clear objectives: educating consumers about this emerging trend in Spain and positioning Privalore as one of the main players in the sector.
At first it was not easy to explain such an innovative concept and build trust in a brand that required investment but with time and lots of effort Canela made Wellness Real Estate one of the trends for the real estate sector in Spain. We managed to generate an average of 25 articles per month in the main media and to process 19 interviews, 34% of which was in Top Tier media.
With each new property that Privalore put on the market the time between opening the funding and receiving sufficient funds kept reducing. PR was the only marketing spend by Privalore and it’s fifth property sold out in just 4 hours and it’s sixth in 8 minutes.
This is just a small sample of what we do at Canela, we hope you have enjoyed reading about it as much as we enjoyed delivering these campaigns. We also want to take this opportunity to thank each and every one of our clients, the trust they give us and the opportunity to continue growing together with new experiences and challenges.