{"id":177,"date":"2022-02-01T10:14:18","date_gmt":"2022-02-01T09:14:18","guid":{"rendered":"https:\/\/clubdecreativos.com\/collectivecreative\/?page_id=177"},"modified":"2022-04-19T23:08:20","modified_gmt":"2022-04-19T22:08:20","slug":"home","status":"publish","type":"page","link":"https:\/\/clubdecreatividad.com\/collectivecreative\/","title":{"rendered":"Home"},"content":{"rendered":"<div id=\"imageblock-block_61b5f86ddcd09\" class=\" imageblockw-100 vh-100 bg-black flex items-center bg-center cover relative\" >\n            <video class=\"absolute absolute--fill w-100 h-100\" autoplay loop playsinline muted style=\"object-fit:cover;\" poster=\"\">\n                            <source src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/hero_Wallapop.mp4\" type=\"video\/mp4\">\n                        \n        <\/video>\n        <div class=\"w-100 relative z-999\">\n        <div class=\"ph4 ph5-l\">\n            <div class=\"flex-l\">\n                <div class=\"w-60-l\">\n                    <div class=\"pt5\">\n                        <h2 class=\"f1 f-5-l fw3 ma0 pa0 white lh-solid\">\u2018Lo hecho, hecho est\u00e1\u2019, o c\u00f3mo recalcar con coherencia y autenticidad la esencia sostenible de una marca<\/h2>\n                    <\/div>\n                <\/div>\n                <div class=\"w-40-l dn db-l\">\n                    <div style=\"max-width: 400px;\">\n                        <div class=\"aspect-ratio ig-feed\">\n                                                    <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n    <div class=\"absolute bottom-0 right-0 left-0\">\n        <div class=\"pa4 pa5-l\">\n            <div class=\"flex justify-between\">\n                <div class=\"br-pill ph3 pv2 f4 dib lh-solid mb3 bg-white black\">Colaboraciones<\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_61ba23f148c2b\" class=\" imageblock ph4 ph5-l pv5\">\n        <div class=\"mw9 center\">\n            <div class=\"flex-l\">\n                <div class=\"w-75-l\">\n                    <div class=\"pr4-l relative nl4 nr4 ma0-l\">\n                        <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/01\/Descripcio\u0301n.png\" alt=\"\" class=\"db w-100 h-auto\" \/>\n                        <div class=\"absolute top-0 right-0 left-0\">\n                            <div class=\"pa3 pa4-l\">\n                                <div class=\"flex justify-between\">\n                                        \n                                    <div class=\"br-pill ph3 pv2 f4 dib lh-solid mb3 bg-white black\">Tendencias<\/div>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                <div class=\"w-25-l\">\n                    <h3 class=\"f4 b lh-copy\">Tendencias<\/h3>\n                    <div class=\"f5 lh-copy\">\n                        <div class=\"mb5\">\n                            <p><br><br>Como parte de la iniciativa se han seleccionado una serie de casos que muestran los resultados de poner al servicio de una marca el trabajo que creadores y creativos realizan conjuntamente. Adem\u00e1s se incluyen los aprendizajes que se desprenden de estos casos y que pueden ser de utilidad para la comunidad creativa y para las marcas.<\/p>\n                        <\/div>\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n<\/div>\n\n<div class=\"overflow-hidden\">\n        \n\n<div id=\"testimonial-block_625ecce051cbb\" class=\"testimonial pv5 ph4 ph5-l lh-copy serif f3\">\n    <div class=\"mw7\">\n        Aprovechando el contexto social de preocupaci\u00f3n por el medio ambiente, Wallapop, la plataforma espa\u00f1ola de compra-venta de productos de segunda mano, lanz\u00f3, en colaboraci\u00f3n con varios creadores de contenido, una campa\u00f1a para promover un consumo responsable y afianzar as\u00ed su posicionamiento sostenible. \r\n\r\n    <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_625ecd3a51cbc\" class=\" imageblock ph4 ph5-l pv5\">\n        <div class=\"mw9 center\">\n            <div class=\"flex-l\">\n                <div class=\"w-75-l\">\n                    <div class=\"pr4-l relative nl4 nr4 ma0-l\">\n                        <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/INV_WALLAPOP.jpg\" alt=\"\" class=\"db w-100 h-auto\" \/>\n                        <div class=\"absolute top-0 right-0 left-0\">\n                            <div class=\"pa3 pa4-l\">\n                                <div class=\"flex justify-between\">\n                                        \n                                    <div class=\"br-pill ph3 pv2 f4 dib lh-solid mb3 bg-white black\">Lo hecho, hecho est\u00e1<\/div>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                <div class=\"w-25-l\">\n                    <h3 class=\"f4 b lh-copy\">Lo hecho, hecho est\u00e1<\/h3>\n                    <div class=\"f5 lh-copy\">\n                        <div class=\"mb5\">\n                            <p>Un valor presente en la marca desde sus inicios que la firma quiso recalcar con una acci\u00f3n en Instagram en colaboraci\u00f3n con 23 influencers. Entre ellos 72Kilos, nombre bajo el cual el creativo \u00d3scar Alonso publica sus vi\u00f1etas en la red social, donde tiene <strong>m\u00e1s de 2 millones de seguidores<\/strong>. El trabajo fue desarrollado por Mono Madrid y el director creativo estrat\u00e9gico Jes\u00fas Revuelta. El mensaje: \u201cLo hecho, hecho est\u00e1. Y lo mejor que podemos hacer es usarlo\u201d.\r\n<br><br><br>\r\n<strong>Carlos Macho<\/strong>, jefe de marca de Wallapop; <strong>\u00d3scar Alonso<\/strong>, ilustrador; <strong>Bitan Franco<\/strong>, director creativo ejecutivo y fundador de Mono Madrid; y <strong>Jes\u00fas Revuelta<\/strong>, director creativo estrat\u00e9gico.<\/p>\n                        <\/div>\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n<\/div>\n\n\n<div id=\"player\" data-plyr-provider=\"mp4\" src=\"https:\/\/cdc.clipfiles.tv\/external\/625ec515734a8_720.mp4\" data-title=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/2-scaled.jpg\" data-poster=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/2-scaled.jpg\" data-duration=\"01:01\"><\/div>\n\n<div id=\"videoblock-block_625ed35a51cbd\" class=\"videoblock pv5 ph5-l\">\n    <div class=\"mw9 center\">\n        <div class=\"aspect-ratio aspect-ratio--1x1 aspect-ratio--16x9-l\">\n        <video\n            id=\"my-video\"\n            class=\"video-js aspect-ratio--object\"\n            controls\n            preload=\"auto\"\n            width=\"1280\"\n            height=\"720\"\n            poster=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/2-scaled.jpg\"\n            data-setup=\"{}\"\n            style=\"object-fit:cover\"\n          >\n            <source src=\"https:\/\/cdc.clipfiles.tv\/external\/625ec515734a8_720.mp4\" type=\"video\/mp4\" \/>\n          <\/video>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"pv5 ph4 ph5-l\" >\n    <div class=\"nl4-l nr4-l\">\n    <div class=\"mw9 center flex-l\">\n\n\n<div id=\"textblock-block_625ed48251cbe\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><span style=\"text-decoration: underline;\">Carlos Macho<\/span>: \u201cWallapop es una marca muy joven, con apenas 8 a\u00f1os de vida. Ven\u00edamos de una fase de explicar qu\u00e9 es Wallapop y para qu\u00e9 sirve. Con un tono diferencial, buscando cambiar comportamientos y acercar al p\u00fablico el consumo de segunda mano&#8230; <strong>Ahora que la gente conoce qu\u00e9 es Wallapop y c\u00f3mo funciona era el momento de explicar otro de los pilares de la marca: la sostenibilidad<\/strong>\u201d.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n<div id=\"textblock-block_625ed48251cbe\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><span style=\"text-decoration: underline;\">Bitan Franco<\/span>: \u201c<strong>La intenci\u00f3n no solo era que los creadores difundieran el mensaje, sino que lo hicieran suyo.<\/strong> Los m\u00e1s activistas, como Jon Kareaga, nos aportaban credibilidad. Mientras que \u00d3scar nos daba difusi\u00f3n, gracias a sus m\u00e1s de 2 millones de seguidores&#8230; <strong>Nos pareci\u00f3 muy importante que todos los influencers colaborasen desde la creaci\u00f3n. Que su labor no solo fuera compartir. Sino que sus creaciones ayudaran a enriquecer la pieza audiovisual<\/strong>\u201d.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n    <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_625f2d372d425\" class=\" imageblock ph4 ph5-l pv5\">\n        <div class=\"mw9 center\">\n            <div class=\"flex-l\">\n                <div class=\"w-75-l\">\n                    <div class=\"pr4-l relative nl4 nr4 ma0-l\">\n                        <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/acti_WP-copia-1.jpg\" alt=\"\" class=\"db w-100 h-auto\" \/>\n                        <div class=\"absolute top-0 right-0 left-0\">\n                            <div class=\"pa3 pa4-l\">\n                                <div class=\"flex justify-between\">\n                                        \n                                    <div class=\"br-pill ph3 pv2 f4 dib lh-solid mb3 bg-white black\">Lo hecho, hecho est\u00e1<\/div>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                <div class=\"w-25-l\">\n                    <h3 class=\"f4 b lh-copy\">Lo hecho, hecho est\u00e1<\/h3>\n                    <div class=\"f5 lh-copy\">\n                        <div class=\"mb5\">\n                            <p>Protagonizada por m\u00e1s de 20 activistas, entre los que destacan Claudia Fern\u00e1ndez o Jon Kareaga, la campa\u00f1a ha alcanzando casi a 3 millones de usuarios en Instagram y un 10% de engagement rate en las comunidades de todos los influencers.<\/p>\n                        <\/div>\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_625ed91851cc2\" class=\" imageblock ph4 ph5-l pv5\" style=\"background-color: #1c79a8; color: #ffffff\">\n    <div class=\"mw9 center\">\n        <div class=\"flex-l\">\n            <div class=\"w-40-l mb5 mb0-l\">\n                <div class=\"flex flex-column justify-between pr4-l h-100\">\n                    <div class=\"flex justify-between items-baseline mb5\">\n                        <div>\n                            <h3 class=\"serif f2 ma0 pa0\">Marcas<\/h3>\n                        <\/div>\n                    <\/div>\n                    \n                    <div class=\"mw6 pr6-l\">\n                        <figure class=\"ma0 pa0\">\n                            <blockquote cite=\"https:\/\/developer.mozilla.org\/samples\/html\/figure.html\" class=\"serif ma0 pa0 f3 lh-title mb3\">\n                                    \u201cLa lucha por la sostenibilidad y el medio ambiente es una de las m\u00e1ximas de las marcas este siglo XXI. La plataforma de compra-venta promueve su uso como una acci\u00f3n real por el consumo responsable y sostenible.\u201d\n                            <\/blockquote>\n                            <figcaption class=\"f6\">Lo hecho, hecho est\u00e1 <\/figcaption>\n                        <\/figure>\n                    <\/div>\n                <\/div>\n            <\/div>\n            <div class=\"w-60-l relative nl4 nr4 ma0-l\">\n                <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/Captura-de-pantalla-2022-04-19-a-las-17.35.22.png\" alt=\"\" class=\"db w-100 h-auto\" \/>\n                <div class=\"absolute top-0 right-0 left-0 z-999\">\n                    <div class=\"pt4 pl3 pa4-l\">\n                        <div class=\"tr-l\">\n                                                        <a class=\"br-pill ph3 pv2 f4 di lh-solid mb3 bg-white black link\" href=\"https:\/\/www.instagram.com\/p\/CaAF7zpgT-p\/\" target=\"\">Ver caso<\/a>\n                                                    <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"pv5 ph4 ph5-l\" >\n    <div class=\"nl4-l nr4-l\">\n    <div class=\"mw9 center flex-l\">\n\n\n<div id=\"textblock-block_625ee58cec431\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><strong>Libertad de actuaci\u00f3n<\/strong><\/p>\n<p>La relaci\u00f3n entre marca, agencia y creators fue muy fluida a lo largo de todo el proceso.<br \/>\nEl secreto, dejar a los influencers libertad de actuaci\u00f3n.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n<div id=\"textblock-block_625ee58cec431\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><span style=\"text-decoration: underline;\">Carlos Macho:<\/span> \u201cLo bueno y lo diferencial de esta campa\u00f1a es la uni\u00f3n de diferentes perfiles. En el caso de Oscar, al venir del mundo de la publicidad, fue m\u00e1s f\u00e1cil porque entend\u00eda lo que le ped\u00edamos en cuanto a formatos y construcci\u00f3n de mensaje&#8230; <strong>Cuando colaboras con perfiles que tienen una comunidad detr\u00e1s es importante dejarles hacer, dejarles crear\u201d. <\/strong><\/p>\n<p><span style=\"text-decoration: underline;\">\u00d3scar Alonso:<\/span> \u201cPara m\u00ed, que trabajo en casa, est\u00e1 bien ir acompa\u00f1ado de una agencia que te filtre lo que tienes que hacer. No era solo hablar de Wallapop, sino hacerlo siguiendo un concepto, una estrategia&#8230; <strong>El flujo de trabajo fue muy bueno, casi como si fu\u00e9ramos un grupo de amigos\u201d. <\/strong><\/p>\n<p><span style=\"text-decoration: underline;\">Bitan Franco:<\/span> \u201cDesde un principio hubo bastante libertad para los creadores a la hora de hacer contenido. <strong>No se trataba de imponerles nada sino de que ellos expresaran lo que sent\u00edan<\/strong>. <strong>Esa fue la f\u00f3rmula para hacerles part\u00edcipes de la campa\u00f1a<\/strong>\u201d.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n    <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_625f19a62d40f\" class=\" imageblock ph4 ph5-l pv5\" style=\"background-color: #d82d5e; color: #ffffff\">\n    <div class=\"mw9 center\">\n        <div class=\"flex-l\">\n            <div class=\"w-40-l mb5 mb0-l\">\n                <div class=\"flex flex-column justify-between pr4-l h-100\">\n                    <div class=\"flex justify-between items-baseline mb5\">\n                        <div>\n                            <h3 class=\"serif f2 ma0 pa0\">Creadores<\/h3>\n                        <\/div>\n                    <\/div>\n                    \n                    <div class=\"mw6 pr6-l\">\n                        <figure class=\"ma0 pa0\">\n                            <blockquote cite=\"https:\/\/developer.mozilla.org\/samples\/html\/figure.html\" class=\"serif ma0 pa0 f3 lh-title mb3\">\n                                    \u201cCuando publicas en Instagram eres el \u00fanico que decide si esa idea va a ir o no. Tienes toda la responsabilidad, pero tambi\u00e9n toda la libertad.\u201d\n                            <\/blockquote>\n                            <figcaption class=\"f6\">\u00d3scar Alonso<\/figcaption>\n                        <\/figure>\n                    <\/div>\n                <\/div>\n            <\/div>\n            <div class=\"w-60-l relative nl4 nr4 ma0-l\">\n                <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/oscar.jpg\" alt=\"\" class=\"db w-100 h-auto\" \/>\n                <div class=\"absolute top-0 right-0 left-0 z-999\">\n                    <div class=\"pt4 pl3 pa4-l\">\n                        <div class=\"tr-l\">\n                                                        <a class=\"br-pill ph3 pv2 f4 di lh-solid mb3 bg-white black link\" href=\"https:\/\/www.instagram.com\/72kilos\/\" target=\"\">colaboraci\u00f3n<\/a>\n                                                    <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"pv5 ph4 ph5-l\" >\n    <div class=\"nl4-l nr4-l\">\n    <div class=\"mw9 center flex-l\">\n\n\n<div id=\"textblock-block_625ee9c0ec435\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><strong>Una campa\u00f1a perfecta para Instagram<\/strong><\/p>\n<p>La campa\u00f1a se desarroll\u00f3 en televisi\u00f3n y digital. Instagram encajaba a la perfecci\u00f3n con la estrategia planteada en la que se contemplaba la colaboraci\u00f3n con creators. Se hicieron stories y se utiliz\u00f3 para difundir el spot creado para televisi\u00f3n.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n<div id=\"textblock-block_625ee9c0ec435\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><span style=\"text-decoration: underline;\">Bitan Franco<\/span>: \u201c<strong>La campa\u00f1a se traslad\u00f3 a Instagram de forma muy natural.<\/strong> Acorde con esa coherencia que preside toda la acci\u00f3n. <strong>Todos los creadores eran ya agentes activos en Instagram y cada uno hizo lo que suele hacer. 72Kilos, por ejemplo, realiz\u00f3 un carrusel de seis vi\u00f1etas\u201d.<\/strong><\/p>\n<p><span style=\"text-decoration: underline;\">Carlos Macho:<\/span> \u201c<strong>Instagram estaba pensado como uno de los canales principales de la estrategia de comunicaci\u00f3n. <\/strong>Es una campa\u00f1a que tiene televisi\u00f3n y digital. Y en la que Instagram ten\u00eda mucho protagonismo porque todos los creadores estaban ah\u00ed\u201d.<\/p>\n<p><span style=\"text-decoration: underline;\">\u00d3scar Alonso:<\/span> \u201cLlegar hasta aqu\u00ed ha sido fruto del trabajo diario, pero tambi\u00e9n algo inesperado. Llevo publicando diariamente desde 2008, aprendiendo de los aciertos y de los errores&#8230; <strong>A diferencia de lo que ocurre en una agencia, donde te enfrentas a varios filtros, cuando publicas en Instagram eres el \u00fanico que decide si esa idea va a ir o no. Tienes toda la responsabilidad, pero tambi\u00e9n toda la libertad<\/strong>\u201d.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n    <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_625f1f2e2d416\" class=\" imageblock ph4 ph5-l pv5\" style=\"background-color: #218c71; color: #ffffff\">\n    <div class=\"mw9 center\">\n        <div class=\"flex-l\">\n            <div class=\"w-40-l mb5 mb0-l\">\n                <div class=\"flex flex-column justify-between pr4-l h-100\">\n                    <div class=\"flex justify-between items-baseline mb5\">\n                        <div>\n                            <h3 class=\"serif f2 ma0 pa0\">Marcas<\/h3>\n                        <\/div>\n                    <\/div>\n                    \n                    <div class=\"mw6 pr6-l\">\n                        <figure class=\"ma0 pa0\">\n                            <blockquote cite=\"https:\/\/developer.mozilla.org\/samples\/html\/figure.html\" class=\"serif ma0 pa0 f3 lh-title mb3\">\n                                    \u201cCuando colaboras con perfiles que tienen una comunidad detr\u00e1s es importante dejarles hacer, dejarles crear.\u201d\n                            <\/blockquote>\n                            <figcaption class=\"f6\">Carlos Macho<\/figcaption>\n                        <\/figure>\n                    <\/div>\n                <\/div>\n            <\/div>\n            <div class=\"w-60-l relative nl4 nr4 ma0-l\">\n                <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/Captura-de-pantalla-2022-04-19-a-las-22.07.20.png\" alt=\"\" class=\"db w-100 h-auto\" \/>\n                <div class=\"absolute top-0 right-0 left-0 z-999\">\n                    <div class=\"pt4 pl3 pa4-l\">\n                        <div class=\"tr-l\">\n                                                        <a class=\"br-pill ph3 pv2 f4 di lh-solid mb3 bg-white black link\" href=\"https:\/\/clubdecreativos.com\/collectivecreative\" target=\"\">Resultados<\/a>\n                                                    <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n<div id=\"textblock-block_625f1d442d410\" class=\"textblock f5 f4-l lh-copy\">\n<div class=\"pv5 ph4 ph5-l bg-white\">\n    <div class=\"mw9 center\">\n        <div class=\"mw6 center tc mb4 mb5-l\">\n\t    <h2 class=\"serif f2 ma0 pa0\">Resultados<\/h2>        <div class=\"f5 lh-copy\"><p>\u201cLo hecho, hecho est\u00e1\u201d logr\u00f3 unos resultados muy llamativos, tanto en t\u00e9rminos cuantitativos como cualitativos. <\/p><\/div>        <\/div>\n        <div class=\"flex flex-wrap justify-around-l nl4 nr4\">\n                            <div class=\"item w-50 w-third-m w-auto-l mb4\">\n                    <div class=\"ph4\">\n                        <div class=\"mb0\">\n                            <h3 class=\"ma0\"><span class=\"f1 f-5-l nowrap\">3 millones<\/span> <span class=\"f4 db nowrap\">usuarios<\/span><\/h3>\n                        <\/div>\n                        <div class=\"f6 lh-copy\">\n                            <p class=\"ma0\">en Instagram<\/p>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"item w-50 w-third-m w-auto-l mb4\">\n                    <div class=\"ph4\">\n                        <div class=\"mb0\">\n                            <h3 class=\"ma0\"><span class=\"f1 f-5-l nowrap\">+ 10%<\/span> <span class=\"f4 db nowrap\">engagement rate <\/span><\/h3>\n                        <\/div>\n                        <div class=\"f6 lh-copy\">\n                            <p class=\"ma0\">comunidades <\/p>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n\n<div class=\"pv5 ph4 ph5-l\" >\n    <div class=\"nl4-l nr4-l\">\n    <div class=\"mw9 center flex-l\">\n\n\n<div id=\"textblock-block_625f2bf62d422\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><span style=\"text-decoration: underline;\">Carlos Macho:<\/span> \u201cEl reach org\u00e1nico que hemos obtenido en los canales de influencers ha sido muy alto, alcanzando casi a 3 millones de usuarios. El engagement rate tambi\u00e9n ha sido muy bueno, de casi un 10% en las comunidades de todos los influencers. A nivel cualitativo, la campa\u00f1a ha generado mucho ruido positivo seg\u00fan hemos visto en los mensajes recibidos en redes. Lo que nos ha demostrado que ha calado en la sociedad\u201d.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n<div id=\"textblock-block_625f2bf62d422\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><span style=\"text-decoration: underline;\">Bitan Franco:<\/span> \u201cLa aceptaci\u00f3n ha sido brutal. Nos han escrito desde muchos sitios, incluso gente que sabe mucho de sostenibilidad, como Greenpeace, para darnos la enhorabuena por la campa\u00f1a\u201d.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n    <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_625f22532d417\" class=\" imageblock ph4 ph5-l pv5\" style=\"background-color: #000000; color: #ffffff\">\n    <div class=\"mw9 center\">\n        <div class=\"flex-l\">\n            <div class=\"w-40-l mb5 mb0-l\">\n                <div class=\"flex flex-column justify-between pr4-l h-100\">\n                    <div class=\"flex justify-between items-baseline mb5\">\n                        <div>\n                            <h3 class=\"serif f2 ma0 pa0\">Creativos<\/h3>\n                        <\/div>\n                    <\/div>\n                    \n                    <div class=\"mw6 pr6-l\">\n                        <figure class=\"ma0 pa0\">\n                            <blockquote cite=\"https:\/\/developer.mozilla.org\/samples\/html\/figure.html\" class=\"serif ma0 pa0 f3 lh-title mb3\">\n                                    \u201cHemos visto la importancia de ser coherentes, en la construcci\u00f3n de una marca y en la selecci\u00f3n de colaboradores. Y tambi\u00e9n de hacer a los creadores part\u00edcipes al m\u00e1ximo de la campa\u00f1a\u201d\n                            <\/blockquote>\n                            <figcaption class=\"f6\">Bitan Franco<\/figcaption>\n                        <\/figure>\n                    <\/div>\n                <\/div>\n            <\/div>\n            <div class=\"w-60-l relative nl4 nr4 ma0-l\">\n                <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/Bfranco.jpg\" alt=\"\" class=\"db w-100 h-auto\" \/>\n                <div class=\"absolute top-0 right-0 left-0 z-999\">\n                    <div class=\"pt4 pl3 pa4-l\">\n                        <div class=\"tr-l\">\n                                                        <a class=\"br-pill ph3 pv2 f4 di lh-solid mb3 bg-white black link\" href=\"https:\/\/clubdecreativos.com\/collectivecreative\" target=\"\">colaboraci\u00f3n<\/a>\n                                                    <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"ph4 ph5-l pv5\" style=\"background-color: ; color: \">\n    <div class=\"mw7 center tc mb4 mb5-l\">\n    <h2 class=\"serif f2 ma0 pa0\">Con los agentes que intervinieron en la ecuaci\u00f3n averiguamos las claves para conseguir una campa\u00f1a de \u00e9xito. <\/h2>    <\/div>\n    <div class=\"pildoras-holder mw9 center\">\n        <div class=\"swiper-wrapper\">\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8c9c439f_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8c9c439f&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">Lo que aporta Instagram a las marcas por Jes\u00fas Revuelta<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec895e91f5_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec895e91f5&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">Los beneficios de la colaboraci\u00f3n por Carlos Macho<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8e24569b_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8e24569b&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">La relaci\u00f3n entre creadores y marcas por 72 Kilos<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec89c78f9e_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec89c78f9e&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">Lo que aportan los creadores a las marcas por Carlos Macho<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8bca22f2_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8bca22f2&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">La relaci\u00f3n entre creativos y creadores por Jes\u00fas Revuelta<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8f79ffc1_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8f79ffc1&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">La selecci\u00f3n de proyectos por 72 Kilos<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8a63f2fb_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8a63f2fb&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">Los beneficios de la colaboraci\u00f3n por Jes\u00fas Revuelta<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8ecd3307_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8ecd3307&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">Lo que aporta Instagram a los creadores por 72 Kilos<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8a2031fb_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8a2031fb&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">Lo que aporta Instagram a las marcas por Carlos Macho<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                            <div class=\"swiper-slide mw6\">\n                    <div class=\"relative\">\n                        <a href=\"https:\/\/cdc.clipfiles.tv\/external\/625ec8b47d856_720.mp4\" class=\"iframe-popup db aspect-ratio aspect-ratio--16x9\">\n                            <img decoding=\"async\" src=\"https:\/\/cdc.clipfiles.tv\/?625ec8b47d856&#038;0&#038;i\" alt=\"\" class=\"db of-cover aspect-ratio--object\" \/>\n                            <div class=\"absolute top-0 left-0 right-0 text-holder z-999\">\n                                <div class=\"pa4 relative z-9\">\n                                    <span class=\"br-pill ph3 pv2 f4 lh-solid mb3 bg-white black link nowrap inline-flex items-center\">\n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"w2 h2\" viewBox=\"0 0 20 20\" fill=\"currentColor\">\n                                          <path fill-rule=\"evenodd\" d=\"M10 18a8 8 0 100-16 8 8 0 000 16zM9.555 7.168A1 1 0 008 8v4a1 1 0 001.555.832l3-2a1 1 0 000-1.664l-3-2z\" clip-rule=\"evenodd\" \/>\n                                        <\/svg>\n                                        Ver v\u00eddeo<\/span>\n                                <\/div>\n                            <\/div>\n                        <\/a>                        \n                        <div class=\"_text-holder\">\n                            <div class=\"pa4 black f5 lh-copy relative z-9\">\n                                <div class=\"mw7\">\n                                    <p class=\"ma0 pa0\">Las fuentes de inspiraci\u00f3n por Jes\u00fas Revuelta<\/p>\n                                <\/div>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"imageblock-block_625ee755ec434\" class=\"imageblock relative\">\n\t<img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/Captura-de-pantalla-2022-04-19-a-las-17.33.41.png\" alt=\"\" class=\"db w-100 h-auto\" \/>\n    <div class=\"absolute top-0 right-0 left-0 z-999\">\n        <div class=\"pt4 pl3 pa4-l\">\n            <div class=\"tr-l\">\n                                <a class=\"br-pill ph3 pv2 f4 di lh-solid mb3 bg-white black link\" href=\"https:\/\/www.instagram.com\/72kilos\/\" target=\"\">72 kilos<\/a>\n                            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"pv5 ph4 ph5-l\" >\n    <div class=\"nl4-l nr4-l\">\n    <div class=\"mw9 center flex-l\">\n\n\n<div id=\"textblock-block_625f1e8c2d413\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><strong>Aprendizajes<\/strong><\/p>\n<p>Toda campa\u00f1a ense\u00f1a algo a sus progenitores. En este caso, la importancia de la coherencia y de dar libertad a los creadores.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n<div id=\"textblock-block_625f1e8c2d413\" class=\"textblock w-50-l\">\n    <div class=\"ph4-l\">\n                                                        \n                        <div class=\"f5 lh-copy\">    \n                            <p><span style=\"text-decoration: underline;\">Bitan Franco<\/span>: \u201cHemos visto l<strong>a importancia de ser coherentes, en la construcci\u00f3n de una marca y en la selecci\u00f3n de colaboradores<\/strong>. Y tambi\u00e9n de hacer a los creadores part\u00edcipes al m\u00e1ximo de la campa\u00f1a, acudiendo con nosotros a charlas o entrevistas. Nos han podido acompa\u00f1ar porque previamente la hicieron suya\u201d.<\/p>\n<p><span style=\"text-decoration: underline;\">Carlos Macho<\/span>: \u201cEn nuestro caso, aparte de la coherencia, de poner en primer plano la sostenibilidad y la reutilizaci\u00f3n<strong>, tambi\u00e9n es importante la autenticidad<\/strong>, algo que como marca siempre hemos explotado. Es decir, el c\u00f3mo dar un mensaje que realmente llegue y conecte con los usuarios. Y eso enlaza a su vez con la autenticidad de cada uno de los canales, con c\u00f3mo los creadores los utilizan y c\u00f3mo conocen a su audiencia para hacerles conectar con la marca\u201d.<\/p>\n                        <\/div>\n            \n                        \n    <\/div>\n<\/div>\n    <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"pv5\">\n    <div class=\"swiper mySwiper\">\n        <div class=\"swiper-wrapper\">\n                            <div class=\"swiper-slide w-auto\">\n                                        <div class=\"relative\">\n                        <img decoding=\"async\" src=\"https:\/\/clubdecreatividad.com\/collectivecreative\/wp-content\/uploads\/2022\/04\/PDF-exportado-grupo_Pa\u0301gina_1.jpg\" alt=\"\" class=\"db w-auto\" style=\"height:616px;\" \/>\n                                                \n                        <div class=\"absolute top-0 left-0 right-0 text-holder\">\n                            <div class=\"pa4 white f5 lh-copy relative 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