LUIS ALMERICH / PORTFOLIO DIGITAL CREATIVITY · BARCELONA INTERNET CULTURE → BRAND IDEAS

RANDOM VIDEO. RESULTS NOT SO RANDOM.

Ideas that
get the internet.

THE SYSTEM, ORDERLY.
THE IDEAS, LESS SO.

Almost 400 social posts
for MediaMarkt Spain.
Yes, the Pou one too.

See what's behind it
IDEAS, CAMPAIGNS AND THE ODD THING THAT'S HARD TO EXPLAIN IN A MEETING. FOLLOW THE THREAD ↓
01 / THE CONTEXT WHO'S BEHIND IT

I'm Luis. For years I've been making MediaMarkt talk like a person, not like a flyer.

I see the internet as a culture, not just a channel.

Sometimes I struggle to finish a piece.

More on that later
SINCE 2019 COPY DIGITAL CULTURE SOCIAL STRATEGY
02 / WHAT HAS WORKED REAL CASES

The numbers. And what's underneath.

I work with MediaMarkt.
Made with the team.
Not made by me alone.

02 / POU MEDIAMARKT

7.2M

The internet already knows him. No need to explain it.

Treating Pou as what he is to his generation. And finding him a place in an offer without taking away what makes him weird.

View the post

PUBLIC VIEWS

03 / NPC DAY MEDIAMARKT

3.5M

NPC Day.

Background characters step into the spotlight. NPC Day, told by the guy who's been handing you a Charmander for years.

View the post

PUBLIC VIEWS

04 / THE OTHER SIDE OF THE SCREEN REAL REACTIONS

People
write back too.

Real comments, cropped to read. Each one links to its post.

05 / HOW YOU THINK A RANDOM VIDEO SOCIAL STRATEGY

Before the joke, a question: what is this for?

Goal, insight, idea, format, metric. In that order, even if the video looks random.

  1. 01

    Goal

    What do we want to happen?

  2. 02

    Insight

    What is the internet getting that the brand doesn't yet?

  3. 03

    Idea

    An idea you can say in one sentence.

  4. 04

    Format

    The shape that idea needs. Not the one you're supposed to fill.

  5. 05

    Metric

    Posting isn't closing. You have to look at what happened.

The format isn't the idea.
It's what lets the idea get through.

THE CASE 05 / SOCIAL STRATEGY

Winning over Gen Z

01 / CONTEXT

Understand the internet before talking to it.

Reaching Gen Z no longer works by adapting traditional advertising to TikTok, Instagram or X. You have to understand their codes, speak their language and make content that feels like part of their feed, not an interruption in it.

MediaMarkt decided to enter a territory that until recently seemed reserved for meme accounts: shitposting. Because to connect with a generation that grew up online, you first had to understand the internet.

02 / METHOD

The three ingredients of the method

  1. 01 LISTENING
  2. 02 SPEED
  3. 03 CREATIVE
    FREEDOM

An editorial calendar with two speeds: perfectly planned campaigns and launches living alongside the "hey, have you seen this? We can do something." On the internet, showing up three days late to a meme is basically not showing up.

03 / OBJECTIVE

Campaign objective

Build a personality of its own that people recognise: so certain content reads as "very MediaMarkt" even before you see the logo. And show that a brand can take social media very seriously without always taking itself very seriously.

04 / IMPACT

It worked.

It worked. Posts with millions of views and thousands of interactions, completely organically.

05 / VIDEO CASE

THE VIDEO THAT TELLS IT

06 / THE ONES THAT PROVE IT

15 PIECES · 28M+ PLAYS

7.2M 3.5M 3.2M 2.5M 1.7M 1.3M 1.3M 1.3M 1.3M 1.2M 1.1M 1.1M 1.1M 1M 1M
06 / THE RANGE MEDIAMARKT ARCHIVE

Not everything
is a Pou.

Different entry points.
Same standard.

POST ARCHIVE

Also: La Manotón · El Gran Sinpa · Kart Royale · Comic-Con · Scripts

07 / TWO SPEEDS SYSTEM, NOT LUCK

TWO
SPEEDS.

The planned lives alongside the unpredictable.
That's the whole strategy.

01 / THE PLANNED

The month opens two weeks early.

Campaigns, launches and key dates, locked with room to spare. The October calendar opened in mid-September.

02 / THE UNPREDICTABLE

From "have you seen this?" to posted the same day.

A premiere, a brand-new meme, a match. Reactive pieces move in and out of the calendar in hours: on the internet, being three days late to a meme means not showing up.

THE PROOF It wasn't luck.
It was a system.

15 pieces over a million · 28M+ plays. Behind each one, the same process.

08 / VERSION 1, 2, 3... AND THE GOOD ONE CREATIVE PROCESS

I struggle to finish. That's why they come out better.

And that's why someone has to take the file away from me.

PALOMARANK / PROCESS NOTES FINAL
VERIFIED PIGEON · ★★★★★ FINAL.

Until someone asks for a change.

The app for rating pigeons

  1. First version: five stars, like hotels. Pigeons don't have a lobby.
  2. Feedback: "what if one pigeon is actually two pigeons stacked together?" The "suspicious" category is added.
  3. Someone rates a statue. The statue makes the top 10. I decide not to fix it.
  4. Product asks for a serious metric. I deliver the crumb-to-pigeon ratio. Nobody asks again.
  5. Launch. 400 ratings the first afternoon. All from the same square.
  6. The pigeons stop coming out to the square. I suspect they know.

Fictional example. No pigeon was consulted for this product. Nor compensated.

09 / WHEN THE INTERNET DOESN'T WAIT TWO RHYTHMS

I close slowly when I can. And fast when I have to.

01 / MOST VIRAL

Ten pieces.
Public numbers.

A selection of tweets with 400+ likes from the @MediaMarktGames and @MediaMarkt_es accounts.

02 / FAST

Reactions
to the news.

Some things don't wait for the next meeting.

10 / AFTER HOURS PERSONAL PROJECTS

When something
makes me curious, I usually end up building it.

01 / AUGMENTED REALITY neo
soda.
NEOSODA / AR

Augmented reality.

2.5B+ impressions
180M+ uses

AR projects for brands

Nike · Disney · Cheetos · Puma x Highsnobiety · MediaMarkt Spain · Games Week · Cerveza Cristal

Organic users of my effects

Rosalía · PewDiePie · El Rubius

Numbers from my archive. Clients and organic users are different things.

Facebook Spark AR Hackathon, London, 2019.

Head coach at Virtual Brothers, Brother Barcelona, 2020.

"Te reto a..." made it to the Forqué Awards red carpet.

10 BIS / IN THE PRESS PRESS ARCHIVE

ARCHIVE CLIPPINGS

I'M NOT THE ONLY ONE SAYING IT.

From Instagram filters to MediaMarkt. A few things that got published along the way.

ORIGINAL ARTICLES AND PUBLICATIONS ↘

LINKS, NOT INVENTED SCREENSHOTS.

Each clipping links to the original article or post. Mentions of brands and agencies don't imply individual authorship of their results.

11 / AWARDS, CAREER AND PROCESS SINCE 2019

The ones
you can link to.

MediaMarkt. Since 2019.

FIRMA, ID-ENTITY, freelance and After. The place changes. The thread continues.

How I started: gosi, 2017. BeAgency, 2018–2019. Two Bronze Drac Novell awards in 2018, with Complot: Peludr for Royal Canin and Safety Key for Volvo.

HOW I WORK

First, an idea that fits in one sentence.

Then, versions. Many of them. And someone to tell me when to stop.

  1. 01 / Goal
  2. 02 / Insight
  3. 03 / Idea
  4. 04 / Versions
  5. 05 / Wrap-up

Made with the team.
Not made by me alone.

12 / ABOUT ME OFF SCREEN

Not everything
happens
online.

I'm from San Martín del Tesorillo, in Cádiz. I live in Barcelona, with cats and with Teo, my son, who has changed my schedule more than any client ever did.

I get up early to go to the gym and then check my WHOOP data like it's an exam.

I like what you get without explaining it. If I have to explain the joke, I go back to version 1. At night I build projects: neosoda, VerificaTuCoche.

Portrait of Luis Almerich
  1. 01 / CÁDIZ → BARCELONA
  2. 02 / GYM BEFORE THE FIRST EMAIL
  3. 03 / TEO SETS THE SCHEDULE
13 / CONTACT LET'S TALK

If you have a brand and you don't know how to talk on the internet, write to me.

[email protected]
My work on LinkedIn ↗ BARCELONA / SPAIN
MEDIAMARKT / SOCIAL VIDEO