Strengthening product sales by harnessing the power of people

Brother Latin America is an essential part of that market with presence in over 15 countries in the region. With this insight, we developed a multicultural campaign strategy to educate Brother resellers and end-consumers about the advantages of original cartridges, not only to increase sales, but strengthen relationships in the countries they serve.

In order to build our campaign, we first needed to identify where in the consumer’s decision making journey they select a generic option. We learned that resellers are key players in this decision. For resellers, selling generic cartridges generate more short-term sales volume but selling original branded products can improve their store image by offering a higher-quality product and service to their customers. Once we understood why consumers were purchasing generic options, we were able to emphasize the specific value of Brother.

To build awareness and reconnect with Brother’s audiences, we focused on humanizing our creatives rather than simply building a brand campaign. We prioritized countries where generic products have a larger market share: Guatemala, Costa Rica, Panama, Ecuador and Colombia.

This awareness campaign used social media and display ads, using an empathetic tone and lighthearted humor to both relate with the consumers and give them the resources to make a smart choice that will benefit them in the long run.

Three pieces of digital media we created all centered around different goals: promoting original toner cartridges, highlighting the benefits of using original inks, and promoting original inks as a smart buy.

The success of the social media assets led to the integration of a second phase where we developed a Google display and Google search campaign that reached 5-7 countries. Our campaign generated 381% more impressions than planned.