Clamato, the tomato-plus-seafood beverage that has occupied a unique space on grocery shelves for years, became interested in word-of-mouth marketing after reading an article on BzzAgent's tactics.
The company - with a 75% Latino customer base - turned to the agency for BzzAgent's first Hispanic-targeted campaign, aiming to strengthen brand loyalty and expand Clamato's reach.
Strategy
Clamato markets exclusively to the Latino community, so BzzAgent rounded up 2,000 of its "agents" with Latino ties to help tout the drink.
"We have a very ...