Services I provided:
Success story
"La Morena Peppers"
Content Mix Overview
for "La Morena Peppers"
Content Mix - Target Audience - Driving Traffic - Corporate Communication
Product
As part of the Content Mix, product-focused posts were created. These were dedicated to generating desire and promoting one or more specific products. These communication topics allowed for the use of diverse formats to showcase the brand's offerings in different ways.
Tips & Gastronomy
Various cooking tips and interesting information about Mexico and its wide gastronomic variety were shared.
Brand Communication
This covered corporate brand communication: where to buy, the website, announcements, and launches of new products.
Lifestyle
Post focused on topics of interest for each target audience, with the goal of connecting with each of them on a personal level.
Recipes
Recipes from the website, aimed at driving the highest amount of traffic to the site.
Blog
Sharing content from the blog located on the website.
Strategic Influencer Collaborations:
Enganging a New Generation
A taste of the campaign: Influencer Recipe Highlights
To expand the reach of La Morena Peppers and authentically connect with the Gen Z demographic, there were designed and executed a targeted influencer partnership program. Moved beyond simple product placement, instead fostering genuine collaborations with content creators who shared La Morena's passion for authentic flavour and creative cooking. This strategy allowed the brand to introduce the products to a highly engaged new audience through a voice they know and trust—building brand relevance and driving conversation.
Seasonal Recipe Hub: Driving Year-Round Engagement & Sales
Beyond one-off campaigns, we built a strategic asset library of themed recipe collections to capitalize on key seasonal moments throughout the year. These comprehensive recipe hubs—featuring holidays like Christmas, New year's Eve and summer grilling season, were designed to provide lasting value and inspire customers with new ways to use La Morena products.
This content became the core engine for the performance marketing efforts. Strategically it promoted these recipe collections through targeted click campaigns on Facebook and Google, driving highly qualified traffic seeking seasonal meal ideas directly to the website. This approach not only boosted web traffic but also significantly increased product consideration and converted online store sales by presenting the products as the essential ingredient for every celebration.
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+25% in website traffic during campaign periods
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+15% conversion rate on product pages linked from recipes
Pioneering Presence: Testing & Learning in Emerging Channels
To future-proof the brand and capture demand across the entire consumer journey, we allocated a portion of the monthly budget to pioneer testing on emerging digital platforms. This strategic initiative was designed to explore new, high-potential audiences and establish a first-mover advantage in previously untapped digital spaces.
