{"id":4329340,"date":"2024-10-12T11:19:04","date_gmt":"2024-10-12T09:19:04","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/creating-a-direct-to-consumer-marketing-campaign\/"},"modified":"2026-03-09T16:15:54","modified_gmt":"2026-03-09T14:15:54","slug":"creando-una-campana-de-marketing-directo-al-consumidor","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/latam\/case\/creando-una-campana-de-marketing-directo-al-consumidor\/","title":{"rendered":"Creando una campa\u00f1a de marketing directo al consumidor"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >smart<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Creando una campa\u00f1a de marketing directo al consumidor<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/10\/smart_case_digital_marketing.webp\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Servicios&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tMarca y Medios\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >smart Europe se estableci\u00f3 en 2020 para llevar la primera generaci\u00f3n de una nueva familia de veh\u00edculos totalmente el\u00e9ctricos a los mercados europeos.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" ><br><br>El primer modelo dentro de esta nueva familia de productos, el smart #1, se lanz\u00f3 en 2022.<br><br>smart se acerc\u00f3 a DEPT\u00ae con la tarea de atraer a una nueva audiencia y crear una experiencia digital sobresaliente a trav\u00e9s de un trayecto de compra directo al consumidor (D2C).<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Creando un programa directo al consumidor<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>El desaf\u00edo era presentar simult\u00e1neamente tanto el autom\u00f3vil smart #1 como el modelo de negocio directo al consumidor de la empresa.<br><br>El nuevo modelo de negocio requiri\u00f3 construir una experiencia digital integral a trav\u00e9s del nuevo sitio web de smart, adem\u00e1s de crear una estrategia que impulsara el tr\u00e1fico hacia el sitio. A trav\u00e9s la automatizaci\u00f3n de marketing, el SEO, la compra de medios y una campa\u00f1a creativa, buscamos atraer a la audiencia de smart destacando las formas en las que pod\u00edan comprar un veh\u00edculo. <br><br>Esto requiri\u00f3 encontrar una manera de presentar el veh\u00edculo de manera efectiva en cada punto de contacto a lo largo del trayecto del cliente que conduce a la compra, y que a menudo suele ser largo y diverso.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/10\/smart_case_digital_marketing_2.webp\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"end\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Enfoque personalizado e impulsado por datos<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Para lograr estos objetivos tuvimos que romper con las normas convencionales y adoptar un enfoque individualizado e impulsado por datos.<br><br>Nuestro objetivo principal era atraer a la audiencia objetivo a trav\u00e9s de una narrativa a medida para generar leads de alta calidad. Logramos esto creando trayectos de cliente personalizados que se extendieron durante meses: desde el emocionante estreno mundial del nuevo smart #1 a trav\u00e9s de la fase de preventa, hasta el lanzamiento real en el mercado.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Usando la automatizaci\u00f3n creativa para crear 2.000 videos<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Para abordar con \u00e9xito estos desaf\u00edos y alcanzar los objetivos, realizamos una investigaci\u00f3n exhaustiva para comprender los obst\u00e1culos para la adopci\u00f3n de veh\u00edculos el\u00e9ctricos en Europa.<br><br>Bas\u00e1ndonos en estos insights, desarrollamos argumentos cautivadores que retrataban el estilo de vida del veh\u00edculo el\u00e9ctrico de una manera que emocionaba y resonaba con la audiencia a nivel personal. Para realizar esta visi\u00f3n, elaboramos una impresionante colecci\u00f3n de m\u00e1s de 2,000 videos modulares y activos fijos en 11 idiomas diferentes. Estos activos de medios formaron la columna vertebral de nuestro plan de medios digitales y se desplegaron a trav\u00e9s de la <a href=\"https:\/\/www.deptagency.com\/latam\/service\/creatividad\/dept-creative-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">automatizaci\u00f3n creativa<\/a> para lograr el m\u00e1ximo impacto.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/05\/smart_case_digital_marketing_3-.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Superando los benchmarks<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Los resultados de nuestros esfuerzos fueron impresionantes: de los leads existentes de \u2018Reserve-my-Seat\u2019 en la base de datos, el 11% realiz\u00f3 pedidos anticipados en la segunda fase. Esto fue tres veces superior al benchmark esperado. Adem\u00e1s, mejoramos el conocimiento y la consideraci\u00f3n de la marca y, lo que es a\u00fan m\u00e1s importante, elevamos la visibilidad general del smart #1.<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":46,"featured_media":4270480,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#9A9A9A","dept_next_case_accent_color":"","dept_case_video":{"type":"local","id":4343320,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/10\/smart-Pre-order_EN_See_V2_Video_Standard_15_16x9-1.mp4"},"footnotes":""},"client":[41532],"case-category":[42725],"award":[],"case-industry":[42210,42729],"person":[25074],"class_list":["post-4329340","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - 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