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Who is their audience?
Children and adults
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What challenge are they helping their audience overcome?
Losing the fear of participating as a family, laughing, and sharing
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How do they do it?
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By bringing entertainment
Hakhu Amazon Design is a clothing brand born out of resistance to “fast fashion.” They work with recycled, natural, and local materials, crafting items by hand to avoid wasting natural resources.
Their audience includes anyone who wishes to wear clothing made by Kichwa women.
Their clothing and accessories are crafted by Kichwa women from the Amazon, employing ancestral techniques of the community and supporting the fight for environmental protection.
They employ over 200 indigenous women in the Amazon, providing them with sustainable job opportunities without leaving their communities, thereby protecting their culture and the forests. Direct sales of their handicrafts and sustainable fashion fund health, education, and territorial defense projects, providing fair income to prevent the extraction of natural resources.
Selected Brand: Airbnb
Who is the brand?
Airbnb is a platform that connects people who have spaces available for hosting with travelers who are looking for alternatives to traditional hotels. Its proposal is not limited to accommodation alone: it seeks for people to live a closer, more authentic, and local experience in each destination.
Who is its audience?
Its audience is primarily composed of travelers who value flexibility, price variety, comfort, and the opportunity to experience a destination from a more local perspective. It also targets property owners or hosts who wish to earn additional income by renting out a room, apartment, or home.
What challenge are they helping their audience overcome?
Travelers face difficulties such as high accommodation costs, a lack of variety in options, and impersonal experiences at some hotels. On the other hand, many people have unused spaces available and lack a simple, secure way to offer them.
How do they do it?
Airbnb offers a digital platform where hosts can list their spaces and travelers can search, compare, and book them according to their needs. The platform incorporates profiles, photos, ratings, reviews, payment methods, and communication tools that help build trust between the parties.
Story Elements
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Characters: travelers who want to discover new places and hosts who wish to share their spaces.
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Conflict: finding accessible, reliable, and authentic accommodation can be difficult, while many homes or rooms remain unused.
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Resolution: Airbnb connects travelers and hosts through a secure platform, facilitating diverse accommodations and experiences closer to local culture.
In summary, Airbnb’s story is not solely about renting spaces, but about creating connections between people and allowing travelers to feel like part of the place they are visiting.
Who is the brand?
Bershka
Who is their audience?
Generation Z and millennial youth
What challenge are they helping their audience overcome?
Finding their personal style
How do they do it?
They facilitate the exploration of personal style through a wide variety of emerging trends
Who is the brand
Pantene is a hair care and hygiene brand that offers various products capable of adapting to different needs.
Who is its audience
Mostly women and young people looking for a functional hair care routine.
What challenge are they helping the audience overcome
Improving not only the appearance of hair but also being able to maintain its care in the long term .
How do they do it
By creating versatile lines with an excellent quality-price ratio.
- Who is the brand? Farmacias Similares
- Who is their audience? Low-income populations.
- What challenge are they helping their audience overcome? Providing accessible healthcare, diagnostic tests, and low-cost treatments.
- How do they do it? Through an extensive network of pharmacies across the country that has increasingly expanded beyond Mexico’s borders, offering access to affordable healthcare, diagnostics, and treatments. They apply a permanent discount offer one day a week and connect with their audience through a mascot that has become an iconic and beloved figure for Mexicans. This mascot has been organically positioned on social media by users themselves, generating unprecedented international exposure.
Pantene
Who is the brand?
Pantene is a brand specializing in hair care that offers products such as shampoos, conditioners, treatments, and styling creams. Its purpose is to help people achieve stronger, healthier, and shinier hair through formulas developed with scientific research.
Who is its audience?
Its audience consists mainly of women and men who want to care for their hair health and solve problems such as breakage, frizz, dryness, or hair loss caused by external factors. It also targets people looking for quality products for daily hair care.
What challenge are they helping their audience overcome?
Pantene helps people regain confidence in their hair by offering solutions for damage caused by chemical processes, frequent use of heat tools, and pollution. Beyond appearance, it aims to make its consumers feel secure and comfortable with their image.
How do they do it?
They achieve this by developing products with specialized ingredients backed by scientific research. Additionally, they use advertising campaigns based on real stories, showcase hair transformations, and educate consumers about hair care, creating an emotional connection with the brand and demonstrating that healthy hair is possible with the right routine.
- Who is the brand?
Toni - Who is its audience?
Mothers- What challenge are they helping their audience overcome?
Taking care of their children’s health
- What challenge are they helping their audience overcome?
- How do they do it?
By offering a yogurt with a microorganism that helps improve digestive health and the immune system
Lubriderm is a brand of moisturizing lotions for skin health, recognized for creating products that help keep skin soft, hydrated, and healthy, especially for people with dry and sensitive skin.
Its primary audience is people of all ages and genders who are looking to hydrate and care for their skin, particularly those who suffer from dryness or skin sensitivity.
Lubriderm aims to combat skin dryness and help people maintain healthy, hydrated skin for many hours throughout the day.
They achieve this through products that improve skin health and provide effective hydration. These products are generally recommended by healthcare professionals, who advise on which product to choose and how to use it based on your skin type, as they are recognized, reliable, and practical to use.
ERSA Paraguay’s Storytelling
1. Who is the brand?
ERSA is a Paraguayan company with decades of experience in the industrial sector. Although it initially started in another field, it firmly established itself in the country through wheat milling. Today, it is a leading brand in the production of high-quality flours, food premixes (such as mixes for chipa, cupcakes, and pizzas), and also animal feed for the livestock sector.
2. Who is their audience?
Their target audience is primarily divided into two major segments:
- Household and Gastronomic Segment: Housewives, Paraguayan families, bakeries, confectioneries, and culinary entrepreneurs looking for reliable raw materials for their daily or commercial recipes.
- Agricultural and Livestock Segment: Producers and farmers who need quality animal nutrition (for cattle, horses, poultry, etc.) to optimize animal performance.
3. What challenge are they helping their audience overcome?
- In the kitchen and trade: The challenge of achieving perfect doughs, saving time in preparing traditional recipes (such as chipa or cupcakes), and ensuring that bread or baked products always come out with the ideal consistency and flavor.
- In the countryside: The challenge of keeping livestock well-nourished in the face of climate demands and seasonal changes, ensuring efficient and healthy production.
4. How do they do it?
They achieve this by combining tradition and technological innovation:
- They mill tens of thousands of tons of wheat per year using state-of-the-art machinery to ensure the purity of their flours.
- They develop innovative lines such as the range of premixes, making life at home easier with quick solutions (“ready to prepare”) that maintain the authentic traditional taste.
- They maintain strict quality control and a distribution network that supplies supermarkets, grocery stores, and productive areas across the entire national territory.
The brand is Eco School. Its target audience consists of schools and the students enrolled in them. The challenge is to promote sustainability and environmental care. This is achieved through talks, on-site activities, and tasks carried out together with the parents or guardians.
- Who is the brand?: CeraVe
- Who is their audience?: Men and women who care for their skin
- What challenge are they helping their audience overcome?: Finding a cosmetics brand recommended by dermatologists that offers products for all skin types
- How do they do it?: They offer products for all skin types and ages. Their packaging clearly lists ingredients and highlights that the products are recommended by healthcare professionals, which builds authority
Who is the brand?
- ALL FOOD
Who is its target audience?
- Fathers, mothers, and people who enjoy sharing time with family
What challenge are they helping their audience overcome?
- Helping everyone share family moments with a good ham bread, as it is a Venezuelan tradition. Although many establishments sell ham bread, there are few places where you can find high-quality ham bread at an excellent price.
How do they do it?
By working every day to improve the quality and flavor of their products, adding a touch of care inspired by Venezuelan tradition and the importance it holds for every family.
Brand:
Xiaomi
Target Audience:
People from all socioeconomic backgrounds who wish to access the world of mobile technology.
Challenge to Overcome:
Providing a mobile device that aligns with each person’s financial means.
How They Do It:
By producing mobile electronic devices across various price ranges, carefully maintaining the quality-to-price ratio to meet customer expectations and needs according to their financial capabilities.
- Who is the brand? - Zara Home
- Who is their audience? - Men and women aged 25 and up
- What challenge are they helping their audience overcome? - They help people who want to decorate their homes at more affordable prices while still feeling fancy
- How do they do it? - They offer a wide range of home products, such as candles, sheet sets, and everything for the kitchen, including dinnerware, drinkware, etc., that are aesthetic and on-trend
Who is the brand?
It’s Coca-Cola, a global beverage company that has historically positioned itself not just by its taste, but as an icon of happiness, unity, and optimism.
Who is their audience?
A massive and diverse audience that includes families, young people, friends, and people of practically all ages and cultures who seek to enjoy and share everyday moments.
What challenge are they helping their audience overcome?
Human disconnection and daily routine. They help overcome the lack of time or meaningful spaces to gather with loved ones in a busy world.
How do they do it?
By positioning their drink as the essential companion to family meals and celebrations. They use a message centered on “opening happiness,” transforming the act of drinking a soda into an excuse to take a break, converse, and connect with others.
WHO IS THE BRAND?
SAMSUNG, Founded in 1969, creating black and white televisions and expanding into the manufacture of household appliances, later in the 90s the company launched its first mobile phone in South Korea. In the year 2000 came the Galaxy smartphone, consolidating itself as one of the world’s largest manufacturers of mobile devices, screens, and memory chips.
WHO IS THE AUDIENCE?
It consists of everyone from preschool children to elderly adults, whether students, professionals, entrepreneurs, retirees, or pensioners, all with the same goal of satisfying needs, since today it is a necessary tool for carrying out activities.
HOW DO THEY DO IT?
BY DEVELOPING INNOVATIVE PRODUCTS THAT WORK INTELLIGENTLY, CONSTANT UPDATES WITH CUSTOMER SERVICE, USER SUPPORT, AND BEING A TRUSTED BRAND WITH MILLIONS OF CUSTOMERS.
Who is the brand?
Percimon is a Colombian frozen yogurt brand that aims to offer a different alternative to traditional desserts, combining flavor, freshness, and the ability to customize each product.
Who is its audience?
People who enjoy treating themselves and sharing special moments, especially young people, families, and consumers looking for fresh and customizable dessert options.
What challenge are they helping their audience overcome?
Many people want to enjoy a delicious dessert but are looking for an alternative to traditional ice cream and desserts, with a variety of flavors and options that can be tailored to their tastes.
How do they do it?
Percimon offers frozen yogurt accompanied by different fruits, sauces, and toppings, allowing each customer to create their own combination. This transforms dessert consumption into a fun, personalized experience designed for sharing.
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Who is the brand?
Freshly Cosmetic
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Who is their audience?
Women aged 25 to 45 (although their audience is becoming increasingly diverse)
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What challenge are they helping their audience overcome?
They help people care for their skin and hair in a simple and effective way. They help them understand which ingredients they are using and what they do. They help them find products formulated with a high percentage of natural-origin ingredients and backed by efficacy studies. They help them incorporate self-care into their daily routine without having to resort to 10-step routines. They help them consume cosmetics that align with values such as sustainability and well-being.
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How do they do it?
On the one hand, they educate consumers by explaining ingredients and the function of each product in great detail. They don’t just sell a cream; they teach you why it can help you. They bet on transparency. They speak openly about the percentages of natural ingredients, the studies they conduct, and the specific needs each product addresses. Additionally, they create complete routines. They don’t sell isolated products, but solutions to specific problems: dehydrated skin, spots, dry hair, lack of radiance, etc.
CamelBak
Who is the brand?
CamelBak is an American brand specializing in hydration systems: backpacks with water reservoirs, thermal bottles, and accessories designed to make drinking water during physical exertion easy and practical.
Who is their audience?
Athletes and active individuals — cyclists, runners, hikers, military personnel, outdoor workers — who need to stay hydrated with water, the healthiest form of hydration, while on the move.
What challenge are they helping to overcome?
The age-old problem: when you’re in the middle of activity, stopping to find or open a bottle breaks your rhythm, and besides, the water loses quality or temperature (it warms up, picks up a plastic taste, etc.). The challenge is to have water accessible, at the right moment, without interrupting what you’re doing, and that it arrives in good condition (cold, clean, at the ideal temperature).
How do they do it?
With products of higher quality than the market average: hands-free hydration systems (the iconic backpack with a hose), bottles with thermal insulation, and materials that preserve the taste and temperature of the water. In short, they turn a simple act like drinking water into something that doesn’t interrupt performance, but rather supports it.