In an annual report provided by Clutch, the leading reviews platform for IT, marketing, and business service providers, Sherlock Communications has been recognized as one of the Top B2B Service Providers in Mexico for 2020. The list is made up of 97 companies, with Sherlock Communications in 25th place.
Among the criteria considered by Clutch to select and rank the best B2B service providers are quality of work, client feedback and online presence.
The global podcast company Acast was new to Mexico, and planning its brand launch from scratch. Among the usual challenges inherent in every launch, one was more pressing than most: with no similar platforms on the local market, many journalists didn’t grasp why the platform mattered and why it should be featured in the media. It was necessary to explain what the company was offering in an easy-to-understand yet appealing way.
The strategy of Sherlock Communications’ local team focused on grabbing people’s attention while also ensuring the brand came across as fun, exciting, and modern. Rather than organising a traditional press conference with presentations, speeches and formal questions, the team decided to throw a podcast networking party, and invite Tier One media outlets from the world of business, tech, entertainment, and general news, as well as podcast enthusiasts, investors, and potential customers to share the experience.
Held at the “La Única Patio Bar”, the event involved Sergio Domínguez, Acast’s country manager for Mexico, saying a few words before music, networking, and plenty of tequila took centre stage. The result was an informal event, during which Acast staff built relationships with key media in a relaxed setting, while influencers, journalists and other guests posted on social media, helping to raise brand awareness.
The connection established that night between Acast and the media would prove to be crucial in the coming months, as the pandemic forced a lockdown within days of the event – forcing us to run the campaign remotely, and often rely on the media already being familiar with the client. Sherlock Communications’ Mexico team worked with Acast to create a series of listicles recommending different genres of podcasts to help the general public during the global lockdown. These listicles highlighted the best journalistic investigations, horror stories, geek culture, and sports, among other topics.
Getty Images’ strong experience in the field of visual communication is acknowledged by the Mexican media. The next step is to increase the company’s brand awareness among Mexican professionals who may be more likely to use imagery from image banks, and among the general public.
With this in mind, one of the many actions taken by the Sherlock Communications team was to promote Getty Images’ first TV interview in Mexico with a national presence at the country’s second largest TV broadcaster, TV Azteca.
The photographer John Moore was interviewed for 10 minutes about his experience working as a professional photographer, and was able to share his expertise with the audience of 15 million people, to mark International Photography Day.
Sherlock Communications worked with the Holberton School to promote their media launch in Mexico. Our local team organized a Zoom meeting with representatives from fourteen relevant Mexican media channels (technology, business and marketing). The local team also arranged interviews with some of the most important local media outlets including Expansion, Reforma and El Sol de México, as well as TV coverage from El Financiero and Imagen Empresarial.
In the first month alone, Sherlock Communications’ Mexico team secured more than 50 clippings – a result achieved after just two weeks to prepare all the necessary material (press releases, talking points, media invitations and scheduled interviews).
OANDA got in touch with Sherlock Communications in 2019, with the objective of launching and building brand awareness in Mexico, Brazil and Colombia.
By focusing on achieving consistent and positive Tier 1 coverage with OANDA’s specialists as opinion leaders in international commerce, data and currency analysis, Sherlock Communications delivered an eightfold ROI in the three target markets after the first month of work.
One of the many examples of the media prominence attained by OANDA and its specialists was when El Financiero television channel, associated with Bloomberg in Mexico, requested an interview with OANDA analyst Edward Moya in October, even though his only language is English. Despite the language barrier, the media made the necessary efforts to secure the interview.
RapidSOS’s November 2020 webinar in Mexico was well-attended. Fourteen prominent Mexican media outlets gathered to watch the event: El Universal, Expansión, Excélsior, UnoTV Noticias, Milenio, Más Seguridad, Usec Network and SecuriTIC, among other outlets which interacted with the RapidSOS team and guests from the public safety sector.
The event was attended not only by the Mexican media but also from public safety and first responder private companies. Thanks to Sherlock Communications’ work, RapidSOS was also granted interviews with one of the country’s most high-profile newspapers, El Sol de México, and Imagen Informativa, a radio station with nationwide presence.
That same week, Sherlock Communications’ Mexico team worked to secure coverage of the event, resulting in 19 highly-relevant pieces of coverage.
Yubo, a French social media network, wanted to launch and promote brand awareness in Mexico among their target audience: young people aged under 25 years old. The first step was to show what set them apart from other social media networks in the country, and position the network in the media as a reliable social media app.
In addition to the challenges of securing coverage for an unknown company, journalists struggled to access the app due to its security barriers, which include an age restriction to guarantee the security of the app’s young users.
However, the Sherlock Communications team was able to overcome these barriers and publish sixteen articles with national reach. Six of these articles were from tier 1 media such as Excelsior, Parentesis, Merca2.0, TreceBits and Geekzilla, and an interview was conducted in Grupo Milenio (19.8M) from which many media, including some from the US, reproduced information, expanding Yubo’s reach and concept still further.
If you want to learn more about our B2B services in Mexico or other Latin American countries, you can check out what we do or get in touch with us to learn more about what we can do for your company in the region.
If you want to learn more about our B2B services in Mexico or other Latin American countries, you can check out what we do or get in touch with us to learn more about what we can do for your company in the region.
