On Wednesday April 5th, we were lucky to have had a guest speaker, Ana López come and speak to our Journalism 2.0 class. López studied traditional journalism and worked at a communication agency for three years as a journalist. In 2009, she started to work for the beer company, Estrella Damm, and still currently works there today. She spoke to us about brand advertising and marketing which I found to be very interesting and informative. I never really considered how advertisements would have been before social media was as popular as it is now. López started her marketing and advertising career in 2009, so she was able to share with us how it all worked before they had begun to use social media. My first thought was how difficult it must have been to use traditional advertisements compared to the online platforms we use today.
Before Ana López came in to speak to us, I conducted some of my own research on her. Just by typing in her name to google, I found her LinkedIn account. By viewing her LinkedIn account I could tell that she did a lot of PR and marketing work. The first thing I noticed under her “experience” section was that she was the founder of a company called “LaLopez” which started in January 2016. “LaLopez” is a digital marketing consultancy. The assumption I made after seeing this was that this was her own company, hence the name and due to the fact that she was the founder. I also noticed that she worked for the Image Creativity Center located in San Fransisco. I was very surprised by this because all the other companies she worked for were located in Spain. It made me think of some questions to ask her about how she ended up working for a company based in San Fransisco. Finally, I was entrigued by the fact that she worked for Estrella Damm, because it was the only company I had heard of before on her LinkedIn. I also found her WordPress account when I typed in her name to google, which helped me obtain more knowledge on her.
Just in the short period of time Ana López was speaking to us, I was able to learn about many different advertising and marketing tactics. For instance, she explained to us the ways the company she works for, Estrella Damm, choses to use their social media platforms. She pulled up the Estrella Damm Instagram account for us to view. The first thing she asked us was what we noticed and thought about the account. My first thought was I was surprised that I couldn’t see any photos of the beer, Estrella. I didn’t quite understand why a beer companies Instagram account would not post any photos of the beer itself. The only photos that were on Estrella Damm’s Instagram were pictures of landscapes and beautiful scenery. Then, Ana explained to us that their marketing strategy for this was because the most commonly viewed photos on Instagram are ones of landscapes. The company found that more people would be inclined to follow the account if the photos were of landscapes.
Within five years of working for Estrella Damm, Ana was promoted to the head of Digital marketing. Ana also showed us youtube videos of Estrella Damm’s advertisements. This advertisement was the first commercial Estrella Damm released in 2009 which was also referred to as their music video. The song that was used for the video was played by an unknown band, which gained extreme popularity after this commercial was released. The companies brand went up by 200% after the video was released was well.
Estrella Damm continues to release commercials each year. These commercials continue to help the brand increase in popularity. When comparing new videos to the old, you can see how they have evolved over the years.