Sherlock Communications helps international organisations enter, grow, and thrive in Chile. From our Santiago base, we combine local cultural understanding, trusted media relationships, and digital marketing expertise with global standards of strategy and creativity. Our team helps brands navigate the nuances of Chilean communication, balancing clarity, authenticity, and emotion, to build trust and measurable impact in one of Latin America’s most digitally connected markets.
Chile is a country of striking contrasts, not least in terms of landscape — it’s a country where the Andes touch the sky, the desert stretches into infinity, and the Pacific shapes daily rhythm and imagination. Conversation here is an art form: emotional yet measured, spontaneous yet sincere. Whether it’s shared during once (the beloved afternoon tea ritual) or over a simple asado, Chileans use conversation to connect, empathise, and build trust. In a culture that values both warmth and precision, communication works best when it feels genuine, human, and to the point.
Few nations celebrate together quite like Chile. Birthdays, football matches and el 18 — the week-long national holiday in September — are not just festivities but social rituals, moments when families, friends and colleagues reconnect. The asado is the heart of this culture, where laughter, debate, and storytelling flow as freely as the pisco. For international brands, these gatherings are a reminder that Chilean audiences respond to messages that evoke togetherness, humour, and emotion — values that reflect everyday life.
Playfulness is part of that same spirit. From card games like cacho to online tournaments and shared memes, Chileans use humour and competition to build bonds and relieve tension. This explains the country’s affection for mascots, themed days (such as Día del Completo, celebrating the Chilean hot dog), and the small, joyful rituals that fill social feeds. Brands that join these moments with authenticity and a wink of self-awareness often become part of the national conversation.
Chileans’ relationship with nature runs deep — the mountains, deserts, lakes, and forests are part of the national identity. Escaping to the south for rest or to the north for stargazing is not only a pastime but a cultural value: connection with nature represents balance, reflection, and pride. This sentiment is mirrored in consumer expectations, where sustainability and respect for the environment have become increasingly central to public opinion.
The country’s success in the World Travel Awards (it was recently named Best Adventure, Nature, Green, Cruise, and Romantic Destination in South America) reflects not just its geography, but its people’s care for it. Campaigns that tap into this environmental pride and sense of place resonate deeply, especially when they align with values of authenticity, craftsmanship, and responsibility.
Few nations celebrate together quite like Chile. Birthdays, football matches and el 18 — the week-long national holiday in September — are not just festivities but social rituals, moments when families, friends and colleagues reconnect. The asado is the heart of this culture, where laughter, debate, and storytelling flow as freely as the pisco. For international brands, these gatherings are a reminder that Chilean audiences respond to messages that evoke togetherness, humour, and emotion — values that reflect everyday life.
Playfulness is part of that same spirit. From card games like cacho to online tournaments and shared memes, Chileans use humour and competition to build bonds and relieve tension. This explains the country’s affection for mascots, themed days (such as Día del Completo, celebrating the Chilean hot dog), and the small, joyful rituals that fill social feeds. Brands that join these moments with authenticity and a wink of self-awareness often become part of the national conversation.
Chileans’ relationship with nature runs deep — the mountains, deserts, lakes, and forests are part of the national identity. Escaping to the south for rest or to the north for stargazing is not only a pastime but a cultural value: connection with nature represents balance, reflection, and pride. This sentiment is mirrored in consumer expectations, where sustainability and respect for the environment have become increasingly central to public opinion.
The country’s success in the World Travel Awards (it was recently named Best Adventure, Nature, Green, Cruise, and Romantic Destination in South America) reflects not just its geography, but its people’s care for it. Campaigns that tap into this environmental pride and sense of place resonate deeply, especially when they align with values of authenticity, craftsmanship, and responsibility.
Chile is far more than mountains and wine — it’s a complex, multicultural society shaped by centuries of exchange. The Mapuche people hold a central place in national identity and are increasingly visible in public discourse, from politics to advertising. Spanish traditions still guide major holidays and family customs, while German influences can be found in architecture, pastries, and beer. Chile also hosts the world’s largest Palestinian community outside the Middle East, and more recent arrivals from Venezuela, Colombia, and Haiti have added fresh layers of cultural energy and social conversation.
Despite these diverse origins, Chileans are united by shared experiences — live music, comedy, festivals, and, above all, food. A meal here is rarely just nourishment; it’s a space for connection, humour, and debate. This cultural mix has created a unique communication style that blends respect and restraint with playfulness and irony.
For brands, this diversity is an opportunity, but also a test of authenticity. Messages that recognise Chile’s layered identity and communicate with warmth, empathy, and credibility build real trust. At Sherlock Communications, we help international organisations navigate these nuances, crafting campaigns that feel genuinely local while meeting the global standards of creativity and impact.
Chileans are known for communicating with clarity and restraint. Why use ten words when four will do? This brevity isn’t coldness — it reflects respect for the listener’s time and a preference for sincerity over excess. Once the ice is broken, interactions are warm, personal, and generous, as comforting as a spoonful of manjar, the beloved milk caramel found in every home.
Humour, colloquial language and shared rituals, from finding any excuse for an asado (BBQ) to teasing friends over football, reveal a culture that values togetherness, empathy and wit. Family remains the centre of Chilean life, and everyday conversations often revolve around social justice, sustainability, and economic development.
This mix of precision and heart gives Chileans a heightened sensitivity to tone and authenticity. For international brands, that means communication must be genuine, clear, and respectful — direct enough to earn attention, human enough to build trust.
Clarity, transparency, and social responsibility are critical here and serve as the baseline for credibility. Chileans are warm and open, but they expect companies to act ethically and communicate with purpose. Fairness, environmental awareness, and community impact are powerful filters through which audiences judge brands.
Digitally, Chile is one of Latin America’s most connected nations. Chileans spend nearly 9 hours online per day while continuing to engage with traditional media such as television and radio. This blend of digital fluency and cultural tradition creates fertile ground for strategies that are both innovative and socially conscious. Campaigns that combine emotional intelligence with data-driven storytelling tend to stand out, not for their noise, but for their integrity.
Despite its small size, Chile’s media landscape is lively and diverse. While trust in news media is relatively low, at just 32% in 2024, this varies by outlet. Local powerhouses like Bío Bío Chile and CNN Chile retain credibility, while regional players like Timeline from Antofagasta can break national stories.
Ownership, however, is highly concentrated: a handful of groups (El Mercurio S.A.P., Copesa, and SAP) dominate print, while major broadcasters such as Mega, CHV, Canal 13, and TVN control television.
Navigating this concentrated field requires careful strategy and strong local relationships with journalists and editors—relationships that can open doors in a competitive environment. Yet, beyond traditional outlets, a powerful new arena for public opinion has emerged: the dynamic world of social media.
Social platforms have become a primary source of news. Facebook leads with 40%, followed by Instagram (32%), YouTube (26%), and WhatsApp (26%), while TikTok is experiencing rapid growth—especially among Gen Z, who value humor, creativity, and immediacy. Chileans are passionate and vocal online, as any performer at the Viña del Mar Festival can confirm. Audiences there, affectionately called la Bestia, cheer and boo with equal intensity, setting the tone for what thrives in Chile’s public conversation. But the Chilean spirit of vibrant expression isn’t confined to online platforms; it truly shines in their beloved celebrations, games, and profound connection to their stunning landscapes.
For international brands, Chile is a powerful yet demanding digital environment. Campaigns that embrace playfulness, visual storytelling, and transparency perform best.
Despite its small size, Chile’s media landscape is lively and diverse. While trust in news media is relatively low, at just 32% in 2024, this varies by outlet. Local powerhouses like Bío Bío Chile and CNN Chile retain credibility, while regional players like Timeline from Antofagasta can break national stories.
Ownership, however, is highly concentrated: a handful of groups (El Mercurio S.A.P., Copesa, and SAP) dominate print, while major broadcasters such as Mega, CHV, Canal 13, and TVN control television.
Navigating this concentrated field requires careful strategy and strong local relationships with journalists and editors—relationships that can open doors in a competitive environment. Yet, beyond traditional outlets, a powerful new arena for public opinion has emerged: the dynamic world of social media.
Social platforms have become a primary source of news. Facebook leads with 40%, followed by Instagram (32%), YouTube (26%), and WhatsApp (26%), while TikTok is experiencing rapid growth—especially among Gen Z, who value humor, creativity, and immediacy. Chileans are passionate and vocal online, as any performer at the Viña del Mar Festival can confirm. Audiences there, affectionately called la Bestia, cheer and boo with equal intensity, setting the tone for what thrives in Chile’s public conversation. But the Chilean spirit of vibrant expression isn’t confined to online platforms; it truly shines in their beloved celebrations, games, and profound connection to their stunning landscapes.
For international brands, Chile is a powerful yet demanding digital environment. Campaigns that embrace playfulness, visual storytelling, and transparency perform best.
Chile is the world’s top copper producer (24% of global supply) and holds nearly 30% of the lithium market. With USD 83 billion in projects expected through 2033, mining remains a vital backbone of the economy and a key subject in media and public debate.
Chile leads in clean energy, with renewables expected to cover 68% of electricity by 2024. Solar and wind dominate, making sustainability a central narrative in both business and communication.
Agriculture reached USD $7 billion in exports in 2024, with cherries and grapes proudly leading the way. Beyond numbers, food and drink serve as a lively cultural bridge: Chileans take immense pride in their wine, pisco, and desserts, making them robust connectors in any brand strategy.
With over 485 active fintech startups and nearly complete internet penetration, Chile’s digital ecosystem is booming. Santiago is emerging as one of Latin America’s most dynamic hubs for innovation.
This is precisely where Sherlock Communications excels, in understanding these diverse communication currents—from cultural nuances to industry drivers.
To truly succeed here, brands must go beyond translation; they need genuine cultural fluency. Chileans are playful yet discerning, concise yet warm, traditional yet tech-savvy. Messages that miss these nuances risk falling flat.
To truly succeed here, brands must go beyond translation; they need genuine cultural fluency. Chileans are playful yet discerning, concise yet warm, traditional yet tech-savvy. Messages that miss these nuances risk falling flat.
At Sherlock Communications, we understand how to connect. We combine cultural insight—like understanding why slang matters on a billboard or why people stop everything for a party—with deep relationships in Chile’s concentrated media market. We track trends, monitor sentiment, and design data-driven strategies that resonate both online and offline.
At Sherlock Communications, we understand how to connect. We combine cultural insight—like understanding why slang matters on a billboard or why people stop everything for a party—with deep relationships in Chile’s concentrated media market. We track trends, monitor sentiment, and design data-driven strategies that resonate both online and offline.
By blending compelling storytelling with astute strategy, we help you reach Chileans in ways that feel authentic, respectful, and truly memorable. In a country that values both efficiency and warmth, we ensure your message not only lands but thrives.
By blending compelling storytelling with astute strategy, we help you reach Chileans in ways that feel authentic, respectful, and truly memorable. In a country that values both efficiency and warmth, we ensure your message not only lands but thrives.
We go beyond mere readership; we delve into how audiences interact with and digest content to inform our strategic decisions. Our approach is founded on a thorough examination of the digital and social behaviors of your target demographic, a critical factor in a digitally saturated market like Chile.
We begin by analyzing your audience’s digital presence in Chile, including their use of platforms such as Facebook, Instagram, and TikTok for news and content. We then examine the types of content they prefer, noting the growing popularity of video and the need for platforms that blend information and entertainment.
We go beyond mere readership; we delve into how audiences interact with and digest content to inform our strategic decisions. Our approach is founded on a thorough examination of the digital and social behaviors of your target demographic, a critical factor in a digitally saturated market like Chile.
We begin by analyzing your audience’s digital presence in Chile, including their use of platforms such as Facebook, Instagram, and TikTok for news and content. We then examine the types of content they prefer, noting the growing popularity of video and the need for platforms that blend information and entertainment.
Leveraging our analysis, we craft a bespoke content strategy for each platform that expands beyond a conventional press release to encompass:
Social Media Assets:
Compelling posts, ephemeral stories, and dynamic reels optimized for Instagram and TikTok.
In-Depth Editorial Pieces:
Comprehensive articles for digitally-native publications like DF, La Tercera, or El Mostrador, renowned for their commitment to investigative journalism.
Visual Narratives:
Concise video capsules for social media and extended video productions for YouTube.
Influencer Alliances:
Collaborative ventures with local content creators who command significant trust and engagement within their respective communities.
This integrated model allows us to merge data, culture, and creativity — ensuring that your communication isn’t just heard, but genuinely understood.
