Eccole Mexico

Eccole, a moldable adhesive for repairing footwear and giving it a second life, needed to become known in Mexico from scratch in 2026, because the product was not sold in the country.

The public did not trust that the product worked, because nobody had used it. The agreed goal was to reach 900,000 views across the content.

To launch Eccole in Mexico, lifestyle and everyday-content creators were selected, and Mashin shared the brief with the product's main features and uses.

With the first script and concept proposals in hand, Mashin adjusted the scripts so the product and its benefits came across clearly, organically and attractively, and checked that every piece showed the use of the moldable glue and its applications correctly. The final scripts were approved before production.

Five creators produced 12 videos for Instagram, TikTok and Facebook, with the message and the product integration adapted to each creator's style. Mashin organized the schedule, coordinated publication dates with each creator, followed the production, approved the pieces and supervised the publication of the 12 videos.

Higher-reach creators were ruled out, because the goal was to build awareness organically, with lifestyle and everyday-content creators.

An outdoor advertising campaign with billboards was also ruled out: the aim was to generate word of mouth first and show the product's uses in practice, before scaling to mass media.

Mashin's campaign for Eccole added up to 10.4 million views between May and July 2026, across 12 pieces by 5 creators published on Instagram, TikTok and Facebook, according to the campaign report. That is 11.6 times the agreed goal of 900,000 views.