Success story
Education First

Kaleidoscopio | Public relations - Challenge icon
Challenge

Disseminate the results of the English Proficiency Index (EPI) prepared by Education First, world leader in education and cultural exchange programs. The EPI shows the impact of English language proficiency in the participating countries, which is measured with a sample of one million adults in the world. The objective was to increase awareness of the Education First brand in Mexico.

Kaleidoscopio | Public relations - Strategy icon
Strategy

Create a press release with relevant information about the study which would also be related to the proficiency of English as a foreign language in Mexico. Coordinate a media tour with the presence of Beata Schmid, spokeswoman for the brand, to talk in interviews about the matter. In addition, visits were made to educational institutions in order for them to get acquainted with the brand’s educational supply.

Kaleidoscopio | Public relations - Results icon
Results

Thanks to the call for media and institutions at the local level, 14 interviews were conducted in total and a coverage of 64 articles / mentions on television, radio, newspapers and online media, including media such as the Martha Debayle’s radio program on WRadio 96.9 FM, which has one of the highest ratings nationwide, in addition to Forbes, Reforma, Notimex, Imagen Informativa and Merca 2.0. The total commercial equivalence of the coverage exceeded six million pesos.

Success story
BC&B

Kaleidoscopio | Agencia de relaciones públicas- icono de Reto
Challenge

As a renowned 50+ experience legal and business firm, BC&B has become a global leader in the areas it manages, and it has seen countless success stories along with its outstanding national and international clients. Because this was the company’s first try at implementing a public relations strategy, Kaleidoscopio faced an important challenge, for this is one of the most renowned firms in the industry. Our aim was to position BC&B within the most important opinion leaders and business media through topics related to their expertise, especially everything concerning Intellectual Property in Mexico.

Kaleidoscopio | Agencia de relaciones públicas- icono de Estrategia
Strategy

After analyzing BC&B’s, communications, we built a corporate communication manual that included key messages to position the firm within the media. Our strategy consisted of organizing goodwill meetings with the main publishers and opinion leaders in matters of law, business and technology in order for them to know more about the firm and generate potential editorial collaborations. This strategy included publishing content in certain media at certain timings that made it relevant to the public. Furthermore, negotiations with the media were handled as to get some publishing spaces that would enable periodical collaborations.

Kaleidoscopio | Agencia de relaciones públicas- icono de Resultados
Results

BC&B was successfully positioned in forums, national congresses, and both national and international media. The firm became a referent in Intellectual Property for the main newspapers, such as Reforma, El Heraldo de México, El Financiero and La Razón. BC&B’s consistent coverage has created great impact in printed and online media, as well as in radio and television, collaborating with outstanding broadcasting spaces, such as Fractal de Foro TV; Las Noticias con Karla Iberia; Es Negocio de ADN 40; Milenio Noticias; Noticias México de El Heraldo TV; 97.7 FM; 88.9 Noticias; Forbes; Expansión; Mundo Ejecutivo; Merca 2.0; Foro Jurídico; Alto Nivel, amongst others.

Success story
Acorn TV

Kaleidoscopio | Agencia de relaciones públicas- icono de Reto
Challenge

Make Acorn TV, one of Great Britain’s streaming channel, present and visible in Mexico. One big challenge was to position it as a referent point for premium content of multinational productions from the UK, Ireland, Canada, New Zealand and Australia in a market that is constantly evolving and where streamers have more and more access to worldwide content through diverse platforms.|

Kaleidoscopio | Agencia de relaciones públicas- icono de Estrategia
Strategy

In order for Mexico to welcome Acorn TV, Kaleidoscopio created a communication strategy that focused on introducing Miguel Penella, President of AMC Networks, SVOD and Chief Executive Officer of RLJ entertainment through one to one interviews. Also, a tour media through the most important spaces in radio, television and magazines was set up.
For this, we became AcornTV’s strategic partner so as to become the link between the channel and opinion leaders, influencers and media, as well as an advisor in all matters of communication through all Latin America, whether it was needed for social media or public relations.

Kaleidoscopio | Agencia de relaciones públicas- icono de Resultados
Results

Miguel Penella was introduced to 25+ communications media, which translated into 94 publications in radio, television, and printed, online, and social media. Also, a long-term relationship with the attending media was established; outstanding broadcasting spaces like El Financiero TV, ADN 40, Milenio Televisión, W Radio, Notimex, Publimetro, Excélsior, Diario Milenio, El Universal, Fuera de Focoor opinion leaders such as Álvaro Cueva are continually publishing news about the channel, whether they are interviews with cast members or press releases of the new launches.
As for social media, Kaleidoscopio developed a content strategy that had direct impact in AcornTV’s Facebook, Twitter and Instragram accounts for Latin America: the number of followers grew exponentially, reaching all kinds of engaging, active audiences.

Success story
IMSS Cultural

Kaleidoscopio | Public relations- Challenge icon
Challenge

In addition to considering health as a fundamental part of social welfare, the Mexican Social Security Institute (IMSS-Instituto Mexicano del Seguro Social) promotes leisure and culture for the care of citizens with an entertainment branch and has the largest theater network in Latin America. Our goal was to retake these theaters as a key element for the well-being of its users and thus decentralize leisure activities that usually focus solely on Mexico City.

Kaleidoscopio | Public relations- Strategy icon
Strategy

Negotiations were held with different theater companies. Kaleidoscopio collaborated in the logistics and organization of the tours, serving as a link between them and the IMSS. Kaleidoscopio participated as a link at the local and federal level to coordinate dates, logistics and events. Our strategy also focused on the graphic part, network communication, printed support materials, advertisements and public relations. Communication focused on creating a new cohesive aesthetic appearance in all spaces, always respecting its essence. In addition, we carried out a tour with theatrical works in order to arouse the interest of local communities to visit these abandoned spaces again.

Kaleidoscopio | Public relations - Results icon
Results

All parties involved created a perfect synergy. The influx exceeded expectations, and the tour generated a very positive impression on the viewers involved, so much so that they asked for the project to continue. We managed to give life to 13 spaces that were practically forgotten.

Success story
KidZania

Kaleidoscopio | Public relations - Challenge icon
Challenge

Organize the public relations and crisis management strategy, as well as the protocols and policies for an international company that did not have an integrated global cohesive team process. Kidzania already had an identity manual and a very clear communication strategy; however, the global communication area was looking for a way to optimize brand communication and take it to other parts of the world, since KidZania is one of the few Mexican companies that have exported their entertainment concept.

Kaleidoscopio | Public relations - Strategy icon
Strategy

We concentrate all the communication needs of the brand in one place to organize and centralize all communication efforts. The goal was for all franchises to communicate the brand appropriately, and for the message to be consistent within all messages that were given worldwide. For this, we implemented a document and report control strategy to monitor what was happening in all countries and share best practices internationally.

Kaleidoscopio | Public relations - Results icon
Results

Our centralizing and report control strategies were steppingstones on the creation of general and clear communication parameters, which each franchise adopted.

Success story
Roku

Kaleidoscopio | Public relations - Challenge icon
Challenge

Ensure the interest of important and high-profile media without revealing the name of the product we present, the content of the launch, or the brand.

Kaleidoscopio | Public relations - Strategy icon
Strategy

The global communication strategy was to avoid revealing that Roku would come to the country, so its arrival to Mexico would be kept secret. In order to attract the media to the event and the information that would be presented and closing interviews 1: 1 with spokesmen of the brand, we had to create a buzz around the call through attractive and intelligent content. When receiving the invitation, they did not know if it would indeed be worth attending because more information could not be disclosed, so we built messages, a campaign countdown and awareness, as well as continued follow-up to the campaign.

Kaleidoscopio | Public relations - Results icon
Results

A successful call was generated, as more than 40 media outlets attended the launch. Roku's presentation in Mexico had more than 200 pieces of coverage on radio, television, printed media (magazines and newspapers), as well as hundreds of thousands of visits and reactions at digital media, among them Expansión, Milenio, T3, and the Paréntesis website.

Success story
Bioré

Kaleidoscopio | Public relations - Reto icon
Challenge

Position a facial cleanser with carbon, an element whose color did not refer to the concept that the company wanted to convey. At that time, it was an innovative product, a different proposal, but unknown. The brand pioneered the introduction of a carbon cleaner to the retail market. The biggest challenge was to launch the product line for young women and the new Bioré brand identity.

Kaleidoscopio | Public relations - Strategy icon
Strategy

By means of storytelling, corporate identity, messages aligned with the brand's graphic identity and public relations, we sought to transmit the new image of Bioré in all the elements through an interactive and fresh event for publishers, who in turn would convey the message to their readers. We created a pun, an irreverent and jovial hashtag (#BioreEstaCarbon), which helped us reduce the negative connotations of the color of the product and link coal with facial cleansing. During the campaign and the event, the design, the communication, the environment, the branding, the ambience and even the food remitted to the new colors of the brand, which were shown constantly and coherently from the first teasers of the communication to the press kits that were delivered at the end of the event. We also handled PoP material, point of sale and retail activations.

Kaleidoscopio | Public relations - Results icon
Results

A fun and spontaneous event in which the publishers, in a playful way, were introduced to the new aspects of the brand and replicated them in their personal social networks and in their magazines. Bioré speakers presented the product to the publishers so they could try it. The image, branding and product positioning were aligned with its identity. In the publications that resulted from the event, they reflected that coal was one of the most effective cleaning methods and the brand’s new image was presented. The return on investment was 25 to 1.