With the end of Trump’s term, the functions of the United States ambassador to Mexico, Christopher Landau, came to an end and the official made it clear from his Twitter account that it became the ideal setting for the Zote soap brand You will enter the conversation and take advantage of it as an unexpected publicity move.
During the night of this Tuesday, from which he was his official Twitter exemption, the now former United States ambassador to Mexico explained that his management would conclude this Wednesday with the Kuwait Mobile Database departure of Trump from the White House indicating that he would abandon his account as ambassador to be available from his personal account @ChrisLandauUSA.
In a series of messages, Landau thanked his employees for their work while ensuring that he would take some memories of his stay in Mexico, where they highlighted a series of handicrafts from various states of the Mexican Republic such as Oaxaca, State of Mexico, Puebla , Chiapas, Michoacán and Mexico City itself.
An unexpected promotion for Zote
In the middle of this series of tweets, he highlighted the response of a user who recommended the former ambassador to take other products outside of the aforementioned crafts that give identity to certain states or entities of the country from a more colloquial perspective.
Thus, the user identified as The Phantomsoda Strikes Back (@ThePhantomsoda) proposed to Landau to take “a Rosa Venús toilet soap, as a souvenir? or a Tonayán? A can of Zamorano chongos? Some grasshoppers or enchilada beans? Some Headlights without a filter? A six of victories? Oaxaca cheese? A giant bearing? You already know cool things, not the typical thing that visitors take from here ”.
This peculiar message received a response from the former United States representative in Mexico, where he indicated that “My wife takes Zote soap, which fascinates her. Greetings”.
The message generated all kinds of comments and although hours after its publication the message was deleted, the truth is that it gave space for Fábrica de Jabón La Corona, owner of the Zote brand, to turn the mention into an improvised promotional strategy.
After the mention made by the former United States ambassador, from his Twitter account the company responded with a message and a peculiar image:
The fact took the palms of the saurians who congratulated the ingenuity and timely response of the community manager, especially considering that Zote is one of the Mexican brands that, without large advertising campaigns or budgets, has managed to maintain relevance with the consumer.
The situation brings to the table the value that user-generated content has for any commercial firm.
Recently Ipsos MediaCT revealed in a study that consumers in particular, ages 18 to 36 trust UGC (User-generated content) 50 percent more than traditional media. The study also found that UGC has 20 percent more influence on purchase decisions and 35 percent more recall than other types of media.
In fact, Audiense points out that when conducting an online search on any of the top 20 brands in the world, 25 percent of the Brother Cell Phone List results obtained are links to content generated by the audiences themselves , while on platforms such as YouTube the videos that They fall into the UGC content category and are viewed 10 times more than the official content of any commercial firm.
The premise becomes more relevant if the rank and hierarchy of the tweet that this time put Zote at the center of the conversation.