AJE Group entrusted us with the strategic direction and content execution for its two most important regions in Latin America: the Southern Cone and Central America, encompassing a total of 11 countries.
The challenge was to build a scalable content strategy capable of maintaining brand consistency while remaining culturally relevant across diverse markets.
To ensure resonance within each segment in every country, we structured content according to local realities. This required redefining what each core brand attribute meant within each region, grounded in local insights developed collaboratively with on-the-ground teams to create engaging content in Social Media.
We conducted an in-depth analysis of the existing audience across all digital communities of Agua Cielo to identify key pain points and attention triggers.
Our objective was to determine where the brand’s core promise — hydration as a driver of physical and emotional well-being — could generate stronger emotional impact and higher engagement.
Based on this research, we:
Refined content pillars according to behavioral insights and consumption patterns
Adjusted messaging frameworks to align with regional motivations
Optimized content formats to increase interaction and retention
Strengthened the emotional dimension of hydration as part of everyday wellness
This performance-driven, insight-led strategy culminated in receiving the Power Digital Brands 2021 Award, recognizing the brand’s digital growth and strategic excellence in the region.
Following a 2013 launch that fell short of expectations, we recognized the need for a strategic redefinition of the platform.
We undertook a comprehensive redesign of the website’s information architecture, restructuring it from the perspective of the defined target segments. The objective was to reorganize the user journey so visitors could discover relevant travel experiences in four clicks or fewer, aligning navigation with traveler intent rather than institutional categorization.
This long-term effort involved continuous content curation, production, optimization, and performance analysis over a five-year management period (2013–2017), both across multiple agency partners and within the institution itself.
The foundational strategic structure developed during this process remains in place today.
Strategic Planning & Content Marketing
2020 – 2023
RQT AD
