As a result of Ría's broadcast, Colombina received invitations from other brands to participate in activities supporting the association of traders and the acknowledgement of thousands of people that appreciated this bet on hope amidst such a difficult situation.
We reached 800,000 people in less than two days of advertisement with more than 100,000 positive reactions. On YouTube, the video's retention of 100% was very good, accomplishing 46,643 full views in less than a week. In spite of lacking a Twitter account, we found out some users had uploaded the video using #Colombina with positive comments for the brand and validating the target message.
As a part of the strategy, after a day of advertising spots on TV, we implemented a 500-people survey in order to assess the brand's perceptions and favorability, finding out that 98% recognized the spot as a part of Colombina's brand and not another brand. The spot caused empathy and hope in 93% of the interviewees. Regarding the brand's favorability, it achieved 4.51 on a 1 to 5 scale.
In the digital field, we implemented a deepening strategy with 40 and 30-second-subtitled versions, improving the video's total views and reaching more people across the country for two more weeks.