Guillermina Oberländer
Marketing Consultant, Growth Strategy, Brand Design.
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A client handed me an ambitious two-city event plan.
I delivered it for 68% less budget — and it performed better.
Here's what happened. 👇
Fénix, the company behind Zummy, was invited to sponsor a running event happening in two cities at once: Mendoza and Buenos Aires. First-time sponsor, big ambitions — the original plan called for full activations in both: branded stands, promo staff, filmmakers everywhere.
But when I looked closely, the plan had a problem. Mendoza had far lower attendance, the main supplier was in Buenos Aires, and production time was tight. Spending equally across both cities meant pouring money into the lower-return event.
So I redesigned it:
→ Mendoza became a lean, content-first play — local influencers + high-quality social content I directed shot by shot.
→ Buenos Aires got the concentrated investment, where the impact per-peso was far higher.
→ And during the Mendoza race, I spotted a better sampling model for BA — roaming promoters instead of a static booth — that multiplied our product reach.
The result?
✅ 68% lower budget
✅ Stronger sampling results
✅ Higher social reach and engagement
✅ Zummy Sport, better positioned than the original plan would have achieved
The brief asked for presence at two events.
Strategy delivered more impact — for a third of the cost.
Equal spending is never equal value. The job is knowing the difference.
I broke down the full case study — it's pinned in my
Featured section if you want the detailed version.
#MarketingStrategy #GrowthMarketing #BrandStrategy #MarketingStructure
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I have been working with Hipermascotas for four years now focusing mainly on Brand Strategy, Marketing Coordination, Social Media Management and Content Marketing.
💯 Being result-oriented, I maintain a consistent routine of KPI monitoring, always seeking to improve and optimize our strategy to deliver the most engaging and attractive contents for our audience.
👩🏼💻 As coordinator, I work in close collaboration with the Paid Media and Graphic Design teams, and keep an ongoing communication with the business' owners. This is how I’ve developed successful strategies focused on positioning the brand, while also driving traffic to the website and stores.
✅ Having been a business owner myself, I offer an integrated approach to my work, understanding the business' needs and translating them into a strong plan of action.
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