Clients
Motorola and Mashin: since 2010
Mashin has worked with Motorola since 2010, on projects in Argentina, Colombia and Mexico. The work has covered social media, influencers, product launches, e-commerce and, more recently, B2AI.
What we do with Motorola
The first campaign Motorola commissioned from Mashin, in 2010, never ran. It was a local superhero, Doctor Farir, who took on the villains of Argentine television; his name was an anagram of the celebrity who was going to play him. Long relationships do not start with a success: they start when a client sees how you think, how you work and how you react when something does not go ahead.
Have you worked it out yet?
Over the years the work extended to practically every front of the brand.
- Social media. Managing its channels and the daily conversation with its community.
- Influencers and creators. One of the areas where we went deepest together, and where we developed a good part of the methodology we now apply across the rest of the agency.
- Product launches. Several a year. Each with its window, its argument and its audience, in a category where the novelty cycle is relentless and the previous launch goes stale in months.
- E-commerce communications. The brand's own direct sales channel, with its conversion logic.
- Brand campaigns. Mashin was Motorola's lead agency and developed brand campaigns such as "El encantador de moto g".
- Ambassadors. Mashin produces content with Motorola's ambassadors and celebrities, among them Franco Colapinto.
El Teléfono de Franco (Motorola and Franco Colapinto), the ambassador campaign Mashin produced, added more than 60 million organic impressions and more than 50,000 messages and calls in two months of campaign, doubled positive sentiment and raised consideration of razr by 30%.
Hello TikTok (Motorola, 2023 data): Mashin built a community of 12 creators with 500,000 followers, which drove 5% more traffic to e-commerce and 85% more positive sentiment.
Gift Boxing (Motorola Colombia), another Mashin campaign with creators, added 100,000 organic impressions, 50% more positive sentiment and twice the views of the profile's average.
Today
The clients who are not people
Mashin works with Motorola on B2AI, the practice that prepares brands and services to be understood and recommended by AIs, beyond GEO and AEO. The underlying question is what happens when whoever evaluates a brand is not a person.
More and more purchase decisions start with a question asked to an artificial intelligence. And that AI answers with the information it finds, not necessarily the information the brand meant to communicate. It is a new counterpart, one that reads differently, prioritizes differently and does not let itself be seduced by a well-made piece.
Preparing for that is no positioning tactic: it is putting in order what the brand says about itself so it can be understood by someone with no context. It is the work we are doing now.