Urbina: Las marcas tienen que entender muy bien el mensaje que quieren transmitir
Vix’s CEO, Rafael Urbina has more than five years working in developing a social content strategy that has experience great growth. They began with several brands – Batanga, IMujer, Bolsa de Mulher- including Vix, devoted to the U.S. multicultural market. In the last year, all the operation merged under an umbrella brand generating each month more than 7 thousand video and text pieces with 12,000 monthly impressions. “The success of a content piece relies a lot on how much it’s shared in a social network and we began to make tests. We’re super data driven in everything we do and with these tests the results showed that when we took a content piece and shared it using a broader and more universal brand like Vix, it moved better across social networks. All this process lead us to conclude that Vix had more sense as global brand.” This year the firm is mainly video focused. They began this process in 2016, and in January 2017 they reached 16 million views in networks, and in March 1,300 million. “It has been an exponential growth hand in hand with our social distribution strategy. We have more than 50 million followers and for 2017 we’re seeking to increase our production capacity. We’ve opened studios in Miami, Sao Paulo, Buenos Aires and Mexico City.”
