Ana Lopez

According to Ana Lopez’s twitter bio, she describes her occupation as “Communication, Marketing, and PR at Lopez Nosey, journalist and anthropologist” As if that description isn’t enough in itself, it only grazes the surface of who she is and what she does.

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Ana Lopez visited our class on Wednesday April Fourth to discuss who she is and what she does, and I was thoroughly impressed. In her years she has been a part of some of the largest campaigns and succeeded in various fields.

What was especially interesting about Ana’s career is that she was at the forefront of digital media essentially. When she began at her first company, Estrella Damm, in 2009, social media was barely in use. She had learned essentially to do PR “the old fashioned”, or traditional way and without the use of websites such as Facebook, or Twitter. However, she was just in that time slot when social media began to get more popular and she used it to her advantage to market Estrella in a way it had never been done before. The times were changing, and instead of falling behind Ana Lopez made it her goal to bring Estrella Damm forward with it.

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In 2009, there was “no digital marketing department, or digital team” at Estrella Damm, it was just her, alone, as the Digital Manager. She decided to take a leap and create a three minute long music video for their Estrella’s 2009 campaign that perfectly exemplified the company’s brand territories such as “music and culture, friendship, gastronomy, party time” The video was shot in a beautiful location, Formentera, which was an excellent background for the fun filled video portraying the partying, friendly, and fun experience their drink accompanies.

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The campaign was an amazing success. Just after one video, the company’s brand awareness went up by 225% in the summer of 2009 alone. The video reached 2,500,000 views that summer, strictly on the newly created Estrella Damm Youtube Channel. The song used in the video, “Summercat” by Billie The Vision & The Dancers-a once unheard of Swedish group became the number one most downloaded song in Spain that summer. And the location of the video, Formentera became the preferred destination that year. And all of this mass reach and influence was the result of one single three minute long video, created, directed, and formed by the one and only, Ana Lopez.

Ana’s approach was absolutely genius. She saw the opportunity that the newly created social media sites gave their company and all companies frankly in terms of advertising.  Ana was the first person, and Estrella Damm, the first company which used the internet, specifically Youtube, to make a music video to entice customers. It was a complete smash, and it was only the beginning.

Following the 2009 video, Estrella Damm realized the incredible effect and impact that social media could have for their company. Estrella Damm began growing their social media presence, and in addition of expanding Estella Damm’s Youtube channel, Ana Lopez created the company’s Twitter, Facebook, and Instagram amongst many others-from the ground up, completely by herself. Essentially, Ms. Lopez created Estrella Damm’s entire social media personality in Spain in the years following 2009.

In 2015, Estrella Damm created another video, this time a 10 minute long short film. Ana, who had always worked alone, became in charge of a team of thirty plus individuals inside and outside the company. The video had 6,500,000 in 2015 alone; was awarded by Youtube as the best campaign in Spain, and increased brand awareness by 5% in Spain, and 30% in Spain.

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The figures are impressive enough, but what is truly incredible is all that Ana Lopez was able to accomplish for Estrella Damm and for herself, in such a short period of time simply through the use of social media. 2009 offered the new opportunities that social media websites such as Youtube offered, and Ms. Lopez saw this and used it for her and the company’s advantage incredibly.

After her many accomplishments and much success, Ana Lopez left Estrella Damm and began her own digital agency, La Lopez, as well as opened La Lopez Cafe, a “cafe to enjoy homemade food…a place for creativity and culture…and a network itself.” It seems that the possibilities for Ms. Lopez are endless, and I look forward to see what else she does in her career!

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Ana Lopez and company enjoying some homemade food at La Lopez Cafe

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Viral Marketing-Ashton Kutcher

Advertising is everywhere, where you’re aware of it or not, and marketing and advertising has certainly come a long way in its’ lifetime. With the development of technology, advertising and marketing has developed as well to match that of the currently used product. The recent creation of portable laptops, iPads, tablets, and cell phones with internet capabilities, advertising has now reached all through various forms of social media.Viral-Marketing

With the development of these devices and social media, so has the concept of viral marketing. Viral marketing is “any marketing technique that induces websites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message’s visibility and effect.” Essentially, viral marketing takes advantage of the immense use of social media nowadays to further translate and transmit their messages, or brand.

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There are six types of viral marketing including 1. “Send it” or direct messages to consumers such as a text message, 2. Viral, or Incentive Marketing where a consumer gets money or some type of reward for sharing information with a friend; for example, if you get your friend to download the Lyft App, you yourself will get a $5.00 credit to your account. The third is masked marketing, which takes advantage of consumers curiosity by sending a mysterious or ambiguous message which makes the consumer want to learn more. A store may send you an e-mail with nothing more than a simple line such as “get the best deal of your life today!”-we, as consumers, are curious to find out what this deal is and therefore respond by clinking on the link and visiting the website. The fourth is known as rumor marketing, and one I find particularly interesting because I had never been made aware of this technique before taking my Journalism class this semester. Essentially, we will hear wild, interesting rumors about something or someone involved in a product or service right before it comes out. For example, actors may do something to get everyone talking about them before a movie of them comes out. The fifth is social database which is a service that offers a data base so companies can get contacts and lastly, invitations which are usually from companies like Google.

And now we look at the absolute star of Viral Marketing-Ashton Kutcher.

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Originating as an actor in Hollywood, Ashton Kutcher has used his wide public reach to start one of the most important media companies in the United States. Through the use of viral marketing techniques, A+ has become one of the most visited news websites in the world, far passing TMZ and Fox News in monthly visits.

Ashton knew that in order to reach people he had to create noise. He did this first by  promoting A+ through his millions of followers and fans he already had. With his 18 million likes on Facebook, along with his 16.7 million Twitter followers, there was already an audience waiting for him. In addition, he used his connections to get other celebrities to endorse his brand. He brought in celebrities such as Lil Wayne, and Nicki Minaj to further spread A+. Among other celebrities, Lil Wayne would tweet links to A+ stories with intriguing captions such as “You don’t see this everyday.”

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Ashton was bold in his approach. Originally stating his goal was to tell “stories that make a difference and create positive change“, it quickly changed to wild interesting stories that would get a lot of attention. “Lets put the wild stuff on the wall, let’s do it all, let’s deal with the backlash as we go!” was Kutcher’s attitude, according to one.” was accordingly Ashton’s attitude according to one of his staff members.

Evidently, this attitude led to literal word-for-word plagirization from other news sources, which A+ would copy and post to their site. In August of 2014 the company  experimented with a piece of technology “”that would identify content that was going viral from around the web.”” It would then automatically rip the article’s content and put it in a queue to be rewritten by a team of freelancers, before being added to the site.“” However, the last step of the rewrites from freelancers never occurred and instead were posted to A+ exactly as they were found. As a result, the company made headlines, and although it wasn’t positive, they used this news attention to demonstrate that yes, they had made a mistake but they were rebuilding and coming back better than ever-and most importantly they had people talking about them. They brilliantly used viral marketing techniques such as masked marketing,  rumor marketing, and of course Ashton Kutcher’s already immense fan base and connections, to create one of the top 50 most popular websites in The United States. And that was in just one year alone. I’m sure there is much more to come.

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