The objective of the Marias Gamesa x Miami Art Week collaboration was to elevate Marias Gamesa's cultural relevance and deepen its connection within the Hispanic community through immersive storytelling. In partnership with POD Digital Media, the campaign integrated Marias Gamesa into the heart of Miami Art Week, creating impactful moments that celebrated tradition, community, and cultural pride.
Central to this strategy was a live podcast recording of 'The Mama’s Den,' where hosts shared personal stories of family traditions, cultural pride, and holiday celebrations tied to Marias Gamesa. This initiative was designed to not only increase brand visibility but also to position Marias Gamesa as a symbol of family unity and celebration during key cultural moments. Through live event activations, branded experiences, and podcast storytelling, Marias Gamesa successfully connected with a diverse audience, reinforcing its role as a staple in multicultural celebrations.
The strategy was rooted in creating a meaningful cultural connection through immersive experiences and storytelling. This began with a live recording of 'The Mama’s Den' podcast at the iconic Soho Beach House during Miami Art Week. Hosts of 'The Mama's Den' engaged in conversations around family traditions, community celebrations, and the role of Marias Gamesa in bringing people together during special moments. Participating speakers also included key voices from the community, including Victoria Jenn Rodriguez. She and others shared heartfelt stories about the significance of Marias Gamesa in holiday gatherings.
To bring the brand to life, Marias Gamesa activated several experiential touchpoints: a Marias Gamesa Carrito that served product samples and distributed branded recipe cards, Instagrammable backdrops, and a live art activation led by Sylvia Roman. The artistic component not only captured the spirit of the event but also represented Marias Gamesa's commitment to cultural expression.
POD Digital Media executed a seven-week audio plan that included strategic ad placements within 'The Mama’s Den' episodes, amplifying brand messaging during key cultural moments. This approach ensured that Marias Gamesa remained top-of-mind for listeners, reinforcing its connection to family, tradition, and community celebrations. These elements were seamlessly tied together with strong branding, impactful storytelling, and community-driven experiences that positioned Marias Gamesa as not just a product, but also a significant cultural symbol.
The Marias Gamesa x Miami Art Week activation was a resounding success, achieving significant cultural and brand impact. The live podcast recording of 'The Mama’s Den' attracted over 700 attendees, including key influencers and community leaders. The event generated 2.6 million audio impressions across ElevatHers and The Mama's Den podcast platforms, with an additional 35K organic social media reach.
The Marias Gamesa Carrito and live art installations created memorable, shareable experiences, leading to high engagement both on-site and across digital platforms. . The alignment with Miami Art Week elevated the brand's visibility within the multicultural community, reinforcing its deep and meaningful connection to family gatherings and celebrations.
