Trending Now! Adoptable Trends with Dieste

Find out more about Dieste and “Adoptable Trends,” their latest campaign for Dallas Pets Alive! Are you in?

DPA Adoptable Trends Campaign info graphic by Dieste

DPA Adoptable Trends Campaign info graphic by Dieste

To provide marketing solutions for multicultural markets is a challenge for most, especially when targeting people’s good will, but not for Dieste. Last year this award-winning multicultural marketing agency, together with Dallas Pets Alive! (DPA!) were able to help save dog’s lives through their campaign “muttbombing!” The response was so massive that got media coverage in every continent, except Antarctica.

Using the power of Instagram, selfies and Photoshop, they were able to help shelter dogs find loving homes. The campaign has been a success, with a $0 investment they helped increase the number of adoptions by 55% giving some well-deserving dogs a second chance in life.

This year Dieste has launched “Adoptable trends” – turning shelter dogs into trending topics – their brand-new campaign for Dallas Pets Alive that leverages social media and search to give new and unique names to rescued dogs and, therefore, improve their chances of being adopted. Of course, as we always admired their work and we have a huge soft spot for shelter pups, we decided to contact Dieste to find out more about their “Adoptable Trends” campaign.

The Adoptable Trends Campaign Unveiled

Q. We have been hearing a lot about your new campaign “Adoptable trends”. Could you share more about how the concept was created?

A. Shelter dogs face a harsh reality. They lack attention and online exposure for them to find a permanent home. This gave us the idea of naming the adoptable dogs after the hottest trending topics. Then, “Lemmon” became “Interrupting Kanye,” “Sadie” became the famous social media debate “What color is this dress” and by sharing about them on social media, they were able to trend and get their much needed exposure.

Q. The idea of redirecting the attention trends get towards the dogs is brilliant. But you did more than just help these dogs, didn’t you?

A. Well, yes, we wanted to give trending topics a social purpose and make shelter pups “trendy.”

Q. Tell us a bit more about your client’s cause.

A. There are 6-8 million dogs and cats entering U.S. shelters every year and only about half are adopted. The other half is not as lucky. On top of that some shelters euthanize animals after a few weeks. Our clients’ mission is to promote and provide the resources, education and programs needed to eliminate the killing of companion animals.

Q. And now that they are trending what have the results been so far?

A. These are partial results as the campaign is still “live.” The average Twitter engagement performance for the “Adoptable Trends” campaign has almost doubled (from 2% before the campaign to 3.7% during the campaign, as of now.) The average engagement on campaign related posts is of 6.2%. From February 14th to March 23rd, the #AdoptableTrends has reached 751,725 Impressions. Traffic to the site has almost doubled and we had four times more adoptions than with last year’s campaign.

Q. Truly impressive. Now, let’s talk about Dieste. What do you consider to be your core strengths?

A. Our core strength is as simple as a twitter post: Dieste develops creative solutions and services to grow our clients’ businesses.

Q. What differentiates you from other Hispanic Marketing agencies in the market?

A. Two things mark the difference. Our very talented people and the fresh approach we take to Multicultural Marketing. We call it Multicultural Marketing Re-imagined. We have a data-driven process that uses quantitative storytelling and genuine cultural insights to deliver results. No anecdotes. No stereotypes. Data.

Thank you, Dieste, for these extraordinary, powerful, and engaging campaigns. We look forward to seeing more of your fantastic work!!!

We thought these adorable pups deserved even more exposure, so we are featuring them on our site as well.

Adoptable trends campaign by Dieste

Adoptable trends campaign by Dieste

If you’d like to know more about turning shelter dogs into trending topics, visit or search in social media for the #adoptabletrends hashtag.

9 MINI Cooper’s Ambient and Guerilla Marketing Ads

BMW MINI Cooper advertisements always hit a chord. Enjoy these 9 most memorable ambient and guerilla marketing ads and campaigns!

We are constantly amazed by the creativity of BMW MINI Cooper’s ambient and guerilla marketing ads campaigns and how they constantly improve the brand’s positioning and manage to capture our attention. These campaigns display an outstanding level of originality, vision and overall memorability. So, we decided to select a few of our favorite campaigns and share them with you.

TBWA, ‘It’s more fun in a Mini , BMW / Ambient’, 2003

TBWA, ‘It’s more fun in a Mini , BMW / Ambient’, 2003

MINI Cooper fun ambient ad ‘It’s more fun in a MINI’

Do you remember the fun times playing with those matchbox cars? In 2003 TBWA reminded us we can always desire a big boy toy. The ambient campaign featuring a real MINI Cooper in a box was able to send the message to the public of all ages: “It’s always more fun in a MINI.”

As part of the guerilla marketing ads campaign, MINI will be traveling from city to city offering test drives of the Countryman and 3 of its closest competitors.

As part of the guerilla marketing ads campaign, MINI will be traveling from city to city offering test drives of the Countryman and 3 of its closest competitors.

KISS helps MINI Rock the Rivals for a great cause

What happens when you combine trendy cars and rock and roll? You will get every grown man’s attention for a great cause. A great example is the campaign MINI USA had on 2011 in collaboration with the rock band KISS. Custom-painted and designed cars that resemble the famous painted faces of each KISS member were autographed by the band and prepared for their auction on Father’s Day.

Named “The MINI Rocks and Rivals” the movement aimed to promote vehicle wraps with the special KISS design, giving their customers another way to add a personal touch to their vehicles. Even more important for this campaign was to raise funds for UNICEF to support children in Japan.

Clever guerilla marketing ads Campaign | Empty packaging was left on the street in Amsterdam after Christmas to make it look like someone had received boxed and wrapped MINI.

Clever guerilla marketing ads Campaign | Empty packaging was left on the street in Amsterdam after Christmas to make it look like someone had received boxed and wrapped MINI.

Clever guerilla marketing ads MINI Cooper Box Packaging

This guerilla marketing ad for MINI Cooper is outstanding. Imagine finding someone in your city got a boxed and wrapped MINI for Christmas. The ambient ad held on the streets of Amsterdam related with the tradition of Christmas gift giving is extremely clever!

Best Latino Advertising Campaigns
Mini cooper ad "Let's Motor"

Mini cooper ad “Let’s Motor”

Ambient ads that go full speed ahead

A MINI billboard strategically placed beside two curved palm trees create an illusion of speed and power. It is a prove of ingenuity and vision. True, it can only be used where palms like these have grown by a billboard, but it works!

Real building turned into a giant MINI Cooper vending machine | Guerilla marketing ads

Mini Cooper Vending Machine Building Advertisement

Incredible ambient ads for the MINI Cooper

What better way to catch the eye of all passers and pedestrians in a busy city than turned a building into a giant MINI Cooper vending machine? This brilliant idea of Crispin Porter + Bogusky makes us wonder, could you really not notice it? And, which color to choose today?


MINI Cooper Tongue Advertisement | MINI Countryman Expect Big Things

MINI Cooper Tongue Advertisement

MINI Countryman Expect Big Things

A large lizard trapping a birth with his tongue might have persuaded you to search for ‘MINI big things.” If you lived in London, Birmingham during the Tongue Campaign of MINI Countryman, then you are one of the lucky ones. Only four customized billboards that incorporated half life-size fiberglass models of the MINI Countryman were placed along the city. This advertisement was able to make people notice the considerably larger size of the MINI Countryman when comparing with the standard MINI Cooper.

Best Halloween Ads: Trick or Treat?
Roundhouse Mini Cooper London guerilla marketing ads

Roundhouse Mini Cooper London guerilla marketing ads

Roundhouse Mini Cooper London ban boredom

This is another example of how to use an amazing ambient ad and get a great response from the public. It comes from MINI UK. During the 2008 campaign “Ban boredom”, a MINI cooper was uploaded to the billboard at the Roundhouse in London. It uses the simple idea of targeting boredom with the entire arsenal.

Halloween Mini Cooper advert “We only come out at night.”

Halloween Mini Cooper advert “We only come out at night.”

Halloween Mini Cooper advert

And we continue with fresh and fun ideas. This particular one exemplifies how creativity combined with knowledge of your target costumer and their culture work perfectly when advertising a popular product.  Halloween Mini Cooper advert states “We only come out at night.”

This is not a Mini it's a Subway entrance! Add people climbing in and out suggests the space in a Mini! | 9 MINI Cooper ambient and guerilla marketing ads

This is not a Mini it’s a Subway entrance! Add people climbing in and out suggests the space in a Mini!

MINI Cooper Train Station Ad

Another advertisement that clearly out stands was placed at the train station in Zurich. Creating the impression of people going in and out of the MINI Cooper clearly helps us find the MINI Cooper surprisingly roomy. This one is definitely one of my favorite advertisements by MINI Cooper.

Bus advertising examples that go the distance!

MINI Cooper sells fun to this loyal and bonded group of customers. They identify themselves with the quirky, trendy, retro and one-of-a-kind vehicle line. This message must continue to resonate through its overall marketing theme of the company’s successful word-of-mouth campaign.

Let’s MINI!


Quote of the Day: Everybody loves you until you become competition

Quote of the Day

Next Quote? funny inspirational quotes on every post!

Image credits: inventorspot dot com,

The 36 Rules of Social Media

#33. Your Fans OWN your brand

#33. Your Fans OWN your brand

Here is a compilation of the 36 Rules of Social Media from key social media gurus and marketers from all industries. It was put together by Fast Company and it illustrates some of the best practices to going about your social media strategy and execution. Even though some of these are not meant to be written in stone and you can break a few, we hope you find them as interesting as we did.

The 36 Rules of Social Media

    1. If all you do is respond to complaints, that’s all people will send you.
    2. Stop and Ask: Would and actual person talk that way?
    3. Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.
    4. The consumer is out for himself. Not for you.
Have a Social Media Crisis Plan

Have a Social Media Crisis Plan

    1. As monetization attempts to go up, consumer experience goes down.
    2. Don’t try to be clever. BE clever.
    3. Social is 24/7, not a one time stunt. (And it really IS 24/7)
    4. Always WRITE BACK. (This one is a must – but there are exceptions: See Applebee’s social media blunder)
    5. Have an ROI. Have an ROI. Have an ROI.
    6. People would rather talk to “Comcast Melissa” than “Comcast.” (So true!!! Had the pleasure of dealing with Comcast Melissa myself!! and she’s fantastic!))
    7. Solve problems for people who talk about you, even if they don’t address you. (Listen to the conversation and engage)
    8. Not everything will work and that’s fine.
    9. Embrace negative content about your brand.
    10. EVERYONE’S an influencer.
    11. If fans distribute your content without your permission, OFFER TO HELP. (Love this one!)
    12. It’s okay to drive people to your site instead of FACEBOOK’s.
    13. Update your page, or delete it.
    14. Don’t make people do x, y and z. Stick with X.
    15. Last year: Pump out content. This year: Optimize content. (May I add, or die.)
Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.

Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.

  1. Become BFFs with your Facebook Reps.
  2. Social Media doesn’t exist in a vacuum. Make traditional media and social media work together. (Please, integrate strategies!)
  3. Desktop is conquered territory. Mobile is the battlefield. (Don’t forget tablets!)
  4. If you don’t see financial results. You wasted your money. (Unless you want results overnight, then you need to check with a shrink as you may be delusional. I have never seen financial results of a marketing strategy happen overnight, unless it’s some kind of scheme.)
  5. People fight for their privacy.
  6. The only way to scale word of mouth: Paid Advertising.
  7. Have a crisis plan. (Please, do!!!)
  8. Don’t use ads to prop up boring content. Use ads to accelerate successful content.
  9. Forget individuals. You’re creating content that encourages groups to form.
  10. People don’t want to shop where they socialize.
  11. Contests and sweepstakes are fine, if you want to encourage short relationships.
  12. People care what you had for breakfast- if you are a food brand.
  13. Pinterest WORKS.
  14. Your fans OWN your brand.
  15. If you’re bored by social media, it’s because you’re trying to get more value than you create.
  16. Think past vanity metrics like followers.
  17. It’s an organism not a process.

Maybe it bears repeating: Pinterest WORKS 😉

as i always say in 3 months this will be peanuts

as i always say in 3 months this will be peanuts

Next Quote? funny inspirational quotes on every post! | Andy Warhol Famous Campbell’s Soup Cans

WOM Campaigns (word-of-mouth marketing) as Drivers of Revenue

WOM Campaigns - social conversations

WOM Campaigns – social conversations

Ad spending budgets continue to be under scrutiny as BTL (below the line) marketing and advertising strategies like buzz marketing or word-of-mouth marketing – more specifically well planned and executed WOM campaigns – keep proving to be cost-effective and extremely successful drivers of revenue.

WOM is still a relatively small sector, but it is growing fast. Spending on word-of-mouth (WOM) marketing from 2007 to 2008 rose 14.2% to $1.54 billion, and is expected to hit $3 billion by 2013, according to a report based on extensive WOM research from PQ Media.

By category, consumer package-goods marketers spend the most on WOM campaigns. Other leading product categories are food and drink, finance, business-to-business services, electronics, telecommunications and retail.

Why the surge in WOM? The number-one way that consumers make decisions is through word of mouth. Brands realize that consumers are willing to engage with them in conversation, and they realize that they have no choice but to participate if they want to be a part of the consumer decision making process. And WOM campaigns bear huge buzz opportunities across media platforms, both online and offline. Research shows that by far most (over 90 percent) of the brand-related WOM conversations that take place occur in the offline space. Increasingly, the goal of what brands and ad agencies do is to generate word of mouth.

According to research, some 3.5 billion brand-related WOM conversations take place daily in the U.S. And because clients are interested in knowing what’s being said about their brands, they have started to listen to the online conversation more frequently. There is also a direct correlation between advertising expenditure and word of mouth. As a matter of fact, word of mouth can be seen as an early measure of ad effectiveness and, across the board, the area that is most highly associated with sales lift is word of mouth because intent to buy reveals itself in word of mouth.

word of mouth offline

word of mouth offline

These figures are an eye-opener for a lot of people and they highlight the importance for brands to understand the full range of opportunities they have to listen and engage in conversations with consumers. There are many different ways and places to stimulate WOM including, for example, the workplace, leisure areas or in-store (not just supermarkets but gyms, malls, and even parks) as well as through traditional and emerging media channels. Clearly online is a major opportunity but it is not the only one to consider.

it's the journey

it’s the journey

The story behind the Benetton WOM Campaign

Benetton, Italy’s largest clothing company, launched yesterday, November 16, 2011, a highly controversial Word-of-Mouth (WoM) campaign. They coupled this campaign with the launch of their newly founded advocacy group for tolerance, the Unhate Foundation.

The story behind the Benetton Word-of-Mouth (WOM) Campaign

The campaign content included a film promoting, love and tolerance; photo composite posters and wall video projections of Presidents Barack Obama and Hugo Chavez lovingly locking lips; and, social media activity including the Kiss Wall where users can upload images of themselves kissing and are randomly paired up with others thus mimicking the main campaign theme. Other featured kissing pairs include President Obama and Chinese President Hu Jintao; the Pope and Ahmed Mohamed el-Tayeb, the Imam of al-Azhar mosque in Egypt; the leaders of North and South Korea; German Chancellor Angela Merkel and Nicholas Sarkozy, president of France; Palestinian President Mahmoud Abbas and Israeli Prime Minister Benjamin Netanyahu.

Benetton Unhate Campaign – CNN Interview (subtitled in English) – Claudia Havi Goffan

The campaign was inspired by a kiss between Soviet leader Leonid Brezhnev and East German communist leader Erich Honecker in 1979. And this is just the first part of the three-part campaign. Benetton has a history of controversial advertising. Their campaigns that started on 1991, showed a black horse mating over a white one; a collage consisting of genitals of persons of various races; a priest and a nun about to engage in a romantic kiss; and the most famous of them all, a bloodied, unwashed newborn baby with umbilical cord still attached, which was featured in the reference book Guinness World Records 2000 as ‘Most Controversial Campaign.’

The White House stated that no advertising is allowed to use President Obama’s image while the Vatican condemned the campaign as well. The company’s deputy chairman, Alessandro Benetton, decided to remove it from all publications after complaints and an explanation that the campaign means not hating, and that embracing a loving attitude that can have a positive impact in the world.  The campaign is on every news site, blog, channel, all over the world. A true word-of-mouth marketing success.

The cost of such campaign via regular media purchasing methods would have meant an automatic dismissal amongst the management ranks of Benetton whose revenues had dwindled in the last quarter in Europe, where the company gets up to 80% of the total revenues. Their forecasted margins for the next few quarters look even bleaker with the expected increase in raw-material costs.

Shock tactics do work in advertising, and even though we haven’t heard much from the United Colors since their contentious ads and world take-over of their brand as one of the 90s’ most known and fashion forward, we know that Benetton has built their foundations on advertising equality and has come up with another genius concept here. We are sure there are already people reaching for their phones to complain. This is a love it or hate it campaign. Their target market is very clear though. The urban young who wants to break with stereotypes and change the world into a better and more loving and accepting place.

Benetton WOM Campaign - Obama & Chavez Poster

Benetton WOM Campaign – Obama & Chavez Poster

We all know that the worst thing that can happen to a brand is not to be mentioned. Benetton got more than its share of mentions this time. All that we have left to see is their financials at the end of the next couple of quarters to see if it really paid off. And we believe it will.


By: Claudia “Havi” Goffan – President Target Latino – CNN en Español Interview – November 16th, 2011.

Watch the CNN Footage with Full Coverage of the Un-Hate Campaign

Interview with CNN Coverage of the Un-Hate Campaign in Spanish


speak the truth

speak the truth