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Francisco J. Acevedo
• [email protected] • +507.62.00.4247 •Panamá, Panamá • LinkedIn:franciscojavieracevedoDRIVING MARKET LEADERSHIP THROUGH CUSTOMER ENGAGEMENT
Portfolio Selection 2004-2016
Contents
• Communication Portfolio Online Reel
• P&G Brand (2014-2016)• Fan Trainer• P&G Brand Superiority
• Duracell Latin America (2010 -2014)
• LatAm FMOT Design (20014-2016)• OldSpice• Pantene• Koleston• P&G Brand MultiBrand
• Downy México (2004-2007)
Communication Portfolio Online Reel
• https://www.youtube.com/watch?v=6nTaK_LWk_s&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY
Please click in image to go to YouTube Playlist. All video assets in this document can be
found in the Link above.
Fan Trainer Campaign (July 2014)
The Challenge:
– Put P&G and the portfolio of
brands in consumers’ minds
and hearts during football
season
The Results
– +$60 Million USD Revenue
LatAm
– 5.3 Billion Impressions
(148 Index vs Objective)
– 74 MM Connections – 7%
Organic, 2.5X vs industry
– CPC $0.03, less than half of
average cost
Best Digital campaign in P&G LatAm history
Please click for Assets
https://www.youtube.com/watch?v=6nTaK_LWk_s&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY
https://www.facebook.com/PGlatino/videos/780585275295558/
https://www.facebook.com/PGlatino/videos/787454484608637/
https://www.google.com/webhp?sourceid=chrome-instant&rlz=1C1CHBD_esPA697PA698&ion=1&espv=2&ie=UTF-8 -q=el%20fan%20trainer
https://www.youtube.com/watch?v=6nTaK_LWk_s&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY&index=1
P&G Superiority – #UnMejorDía
(2015-2016)
• +$100MM USD Revenue
• Best in Class ROI Company wide -
2.5x vs average
• Purchase Intent increase: +10 points
of associated brands
• Highest P&G Brand Awareness
globally at 83% (+13ppts)
Corporate
Campaign
Real
Stories
Series
Local
Product
Superiority
Capsules
Clean Water
Social LatAm
Responsibility
Program
https://www.youtube.com/watch?v=y4xz5dqEs7U&index=9&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY
https://www.youtube.com/watch?v=V4_UMs_dHFk&index=10&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY
https://www.youtube.com/watch?v=sXRuGJQ79Z4&index=12&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY
https://www.youtube.com/watch?v=SD5rPJKzGSk&index=14&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY
• Market share growth from 42.5% to 49%. Highest in LatAm history.
• Brand revenue from $175M to $195M annually in a declining category
• Record profitability growth, net (AT) margins from 9% to 15%
• OAR from 60% to78% with no Product Change. The highest of all brands in P&G Latin America.
• 2 Billion impressions and over 8 Million connections
• Nominated to Global Brand Building Award and 3 times winner of Duracell President award
• Brand strategy adopted on global basis.
• Manifiesto • Momentos que duran más
OTV –PTV -Digital
https://www.youtube.com/watch?v=JZXVajE1xD8&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY&index=17
https://www.youtube.com/watch?v=1gQOcOQl3Yw&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY&index=18
https://www.facebook.com/DuracellLa/photos/a.388036781242677.86914.370265096353179/628298407216512/?type=3&theater
Social Media
https://www.facebook.com/DuracellLa/photos/a.388036781242677.86914.370265096353179/553345184711835/?type=3&theater
Social Media
https://www.facebook.com/DuracellLa/photos/a.388036781242677.86914.370265096353179/546910462021974/?type=3&theater
Social Media
https://www.facebook.com/DuracellLa/photos/a.388036781242677.86914.370265096353179/546910462021974/?type=3&theater
Social Media
https://www.facebook.com/DuracellLa/photos/a.388036781242677.86914.370265096353179/572429712803382/?type=3&theater
Social Media
https://www.facebook.com/DuracellLa/photos/a.388036781242677.86914.370265096353179/655973757782310/?type=3&theater
Social Media
Digital Video Assets
• https://www.youtube.com/watch?v=hnG5Ag32iZI&index=20&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY • https://www.youtube.com/watch?v=w0dmnOIA47Q&list
=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY&index=19
https://www.facebook.com/DuracellLa/photos/a.388036781242677.86914.370265096353179/543010649078622/?type=3&theater
Social Media
Duralock – 10x work
OTV – PTV – Digital Communication
• https://www.youtube.com/watch?v=rcynd9NWsCs&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY&index=22• https://www.youtube.com/watch?v=iPLSsRxG1JA&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY&index=21
ICONIC
FMOT
ICONIC
FMOT
Developed Iconic, Always on FMOT for LATAM Business Units
Team Recognized as global experts for Instore communication for all brands – the
following slides are a sample of contributions through 2014-2016
+10MM savings from process improvement and design effectiveness
LatAm FMOT (Point of Sale) Design
2014-2016
OldSpiceKolestonPantene
P&G Brand Multi Brand
2014-2016
THE CHALLENGE:
OUTSTANDING, FLEXIBLE, LOWCOST, manly FMOT
Agency: Ana Couto (Brazil)
Adjustable
Structure for
flexibility and
logistic cost
efficiency
Ability to
Unexpensively
redress
material
according to
Line Extension
concept
The Challenge:Establish Pantene Expert as
the ultimate line in the category
Agency: Tatil (Brazil), Creable (California)
qwdsad
The Challenge: Simplify hershopping experience
Agency: Indio Da Costa (Brazil)
Traditional shelf array
• Lower number of Faces for easier identification of right shade• 35% stock efficiency allowing extra shopping experience
Facedown Shelf Array
MultiBrandChallenge
• Incentive cross Brand purchase
• Brands 1st - P&G as Unifier
• Iconic & Recognizable for all brands
Agency: Ana Couto (Brazil)
Front Back
Multibrand Island
Multibrand
Island
Variations
Multibrand
Island
Variations
Front
Back
Multibrand Floor Display
Endcaps
Nov ’04 – Apr’07
Increased P&G market share from 16% to 30%, in a highly competitive market.
• Gracias• Flor de Luna• Package evolution
Objetives
Drive Trial by talking to her in an emotional tone about her role in the water saving problematic and how withDowny she can have an extra positive impact in society
She is the star of the campaign
https://www.youtube.com/watch?v=F8eFx-ZmeNI&index=23&list=PLP1UdB1b2q33HdiFCOPFBj8j3julz2UHY
Packaging Evolution
Holistic Exploitation
This video is set as private https://www.youtube.com/watch?v=Cit9sjOi7Co
Planned Bottle Evolution
2006 2007
Downy Flor de LunaOct’05
FMOT
Bottle communication
New line color differentiation.
Label special design for both platforms.
Francisco J. Acevedo
• [email protected] • +507.62.00.4247 •Panamá, Panamá • LinkedIn:franciscojavieracevedoDRIVING MARKET LEADERSHIP THROUGH CUSTOMER ENGAGEMENT
Portfolio 2004-2016
