On August 24, 2018, the communications agency won second place at the Latam Digital Awards in the Social Media category for its development of one of Twitter’s top trend strategies. For the last six years, the awards have recognized the best in the region’s digital industry by honoring representative and outstanding digital campaign and initiatives.
The challenge for MileniumGroup’s teams in the digital, design, content and creative areas was to position Alcatel’s Shine Lite cellphone, distinguished by its metal-meets-glass design, into an aspirational product for millennials. The award-winning #lovemetal campaign promoted metal as a desirable accessory among this target market.
MileniumGroup created original content, graphics, copy and captions to promote #lovemetal on Twitter, generating high expectations and memorability. The campaign was a trending topic for more than three hours. In addition to receiving coverage in 36 publications, it generated 2,385 brand mentions on social media and 1,200 website hits.
The award underscores MileniumGroup’s position in the competitive Latin American digital market and its commitment to creating business scenarios that integrate digital marketing techniques with networking and social business practices. It also represents an extension of MileniumGroup’s transformation in recent years, which prompted Advertising Age Colombia to name Nancy Sánchez, the company’s Latam CEO, one of its 2017 Women to Watch for her marketing and communications vision. This transformation continues to be felt in the company’s impressive results in the digital area.