Why TikTok Leads in LATAM (and how your brand can take advantage)

November 6, 2024

Remember when marketing in LATAM was about billboards, TV, and radio spots, and we had to pretend digital was just a fad? Good times, right? Fast forward a few years, and now marketers can’t escape the scrolling vortex of TikTok. If you’re reading this, chances are you're no longer debating whether TikTok is "worthy" of your marketing dollars—you’re simply trying to figure out why it's crushing the social media competition in Latin America and how your brand can capitalize on it.

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TikTok's Rise: More Than Just Dancing Teens

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Sure, it started with teens dancing awkwardly to viral hits, but anyone still clinging to that stereotype has missed the bigger picture. TikTok's explosive growth in LATAM—Brazil, Mexico, Argentina, Colombia, and Peru leading the charge—is a testament to the platform’s intuitive understanding of local culture and trends. Unlike other platforms that tried to replicate global strategies locally, TikTok flipped the script, deeply integrating itself into LATAM culture. This approach turned the platform from "nice-to-have" to a strategic essential.

TikTok’s monthly active users in LATAM surpassed 150 million in 2024 alone. That's roughly the population of Mexico. Let that sink in.

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Why is TikTok Dominating LATAM?

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It's not sorcery (well, maybe just a bit)—it's actually down to a few key strategic moves:

First, TikTok didn’t just translate its content—it transformed it. Its localization strategy was clear: embracing the idiosyncrasies, humor, slang, and social cues specific to each LATAM country. Second, its algorithm. Ah, the famous algorithm. It's so precise it borders on creepy. Users find themselves in hyper-specific niches faster than you can say "engagement metrics."

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Moreover, TikTok successfully captured the nuances of storytelling unique to LATAM—where emotions, humor, and authenticity reign supreme. In short, TikTok didn't force LATAM to adapt; TikTok adapted to LATAM.

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Leveraging TikTok’s LATAM Dominance for Your Brand

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Now, for the important part—how can your brand actually leverage TikTok’s LATAM dominance effectively?

Forget generic ads. Seriously. LATAM users sniff out inauthenticity faster than your clients question their ROI. Brands that win here embrace genuine storytelling, culturally relevant narratives, and yes—a dose of sarcasm and wit.

Here are a couple of strategic pillars your brand needs to build on:

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1. Authenticity Over Everything

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You know that polished corporate voice you love so much? Leave it behind. LATAM audiences on TikTok connect with real, raw, and relatable content. Brands excelling here leverage user-generated content (UGC), collaborate with local creators, and aren't afraid to show their human side.

If you’re still doing corporate-speak, your brand might as well wear a neon sign that says, "I don't belong here."

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2. Tap Into LATAM’s Cultural Pulse

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LATAM is not a monolith. Your campaign in Argentina won’t automatically work in Colombia. Dive into hyper-local trends, memes, and influencers. Partnering with specialized agencies deeply rooted in LATAM culture (hello, specialized social media and creative campaign agencies) can be a game changer. They already speak the language—figuratively and literally—and know how to turn engagement into meaningful ROI.

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The Uniqueness of LATAM: Why Specialized Agencies Matter

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Understanding LATAM's digital audience isn't as straightforward as applying a global template. The region’s idiosyncrasy is a competitive advantage if leveraged properly.

Agencies specialized in social media, digital analytics, creative campaigns, and paid media, especially those embedded in the LATAM market, can bridge the gap between global ambitions and local execution. They offer insights that generic global firms simply cannot match, making them essential partners in your TikTok LATAM strategy.

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TikTok Isn't Just a Platform—It's a Cultural Playground

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If you're not yet on TikTok in LATAM, your brand is missing the party, literally and figuratively. LATAM isn't just adopting TikTok; it's reshaping its landscape. As a marketer, the question is no longer if your brand should be on TikTok but how well you can integrate into the unique tapestry of LATAM digital culture.

In short, if your brand hasn't embraced TikTok in LATAM yet, it's about time to step up—or watch your competitors dance away with your audience.

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Why TikTok Leads in LATAM (and how your brand can take advantage)

November 6, 2024
We were walking around Lima recently and paused in front of an ad at Arenales Shopping Center. For those who don’t know it, it’s the largest epicenter of otaku, gamer, and geek culture in Peru, popular among lovers of anime, manga, video games, Kpop, and Asian culture in general. There, we saw an Inca Kola ad—not about food this time, but about cosplay, manga, video games, pop culture—featuring fans like us not as consumers, but as protagonists. And that’s when we realized: brands that understand the power of fandom in Latin America don’t just sell… they become part of something much bigger.
We were walking around Lima recently and paused in front of an ad at Arenales Shopping Center. For those who don’t know it, it’s the largest epicenter of otaku, gamer, and geek culture in Peru, popular among lovers of anime, manga, video games, Kpop, and Asian culture in general. There, we saw an Inca Kola ad—not about food this time, but about cosplay, manga, video games, pop culture—featuring fans like us not as consumers, but as protagonists. And that’s when we realized: brands that understand the power of fandom in Latin America don’t just sell… they become part of something much bigger.

What do brands have to do with all of this?

More and more, brands understand that it’s not enough to talk to people; you have to connect with what they love. That’s where fandom comes in. Today, brands like Inca Kola, Pilsen Callao, Coca‑Cola, and many others are finding authentic ways to dive into these worlds
  • Inca Kola left an indelible mark at Arenales by connecting directly with otaku and gamer communities. Through visual campaigns featuring anime, video games, and local culture, the brand renewed its big idea—“da gusto con todo”—to connect with new generations without losing its essence. It began with strategic activations alongside a Z‑audience influencer, adapting their core message for a new crowd.
 Inca Kola went beyond ads: it became a cultural integration symbol—appearing on collectible cards, manga‑style illustrations, and in‑mall activations—naturally joining the fandom world. The brand learned that “gusto” isn’t just a flavor; it’s a shared emotion experienced in skate, cosplay, urban dance—everything that drives this community
  • Pilsen Callao, one of Peru’s most popular beers, found its place in the gaming world by aligning with its core value: friendship. Rather than just sponsoring events, it created experiences celebrating gaming among friends. It appeared at Gamer Day events, supporting Dota communities—one of the most popular games in the region.
 Its commitment went further—partnering with developers and AI tech to create inclusive solutions so everyone, regardless of ability, can enjoy gaming. For them, the real victory is ensuring no one is left out, and that every friendship, without exception, has a place in this universe.
  • Coca‑Cola knows how to connect fandom power with its timeless taste. In Peru, the Marvel universe beats in the hearts of over 1.3 million fans. From comics to collectibles to movie marathons, the Peruvian Marvel community is huge and passionate. Coca‑Cola recognized this and, ahead of the biggest 2024 premiere—Deadpool & Wolverine—launched a special edition in partnership with Marvel. Superhero-themed cans and bottles hit stores, supermarkets, and cinemas nationwide, awakening the collector spirit in thousands of Peruvians.
 When a brand understands what excites its audience, it stops being part of their daily life and becomes part of their world. Coca‑Cola didn’t just refresh fans—it made them feel seen. And in a country where Marvel is almost like a religion, that’s worth more than a thousand epic battles.

What do brands have to do with all of this?

Today, the difference between a brand that simply shows up and one that truly connects lies in understanding the terrain it steps onto. Being present isn’t enough—you have to know how to be present. It’s not about intruding; it’s about integrating

The spaces where people express themselves, share, and build identity are not showcases— they’re cultural ecosystems, where language, codes, and dynamics matter.

Where being an outsider is noticeable, and being genuine is valued. That’s why the challenge isn’t about making an impact— it’s about belonging. Being part of the context, not forcing in. Making the brand sound like a familiar voice, not just another message.
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The key isn’t disguise; it’s finding real points of connection—places where what the brand represents aligns organically with how people think, feel, and what they need. Because when a brand feels like its own, it’s not only welcomed—it’s defended, shared, and celebrated

Why Fandom Matters So Much in LATAM?

In Latin America, passion isn’t half‑hearted. What we love is celebrated out loud, shared in community, and defended with heart. Being a fan isn’t just a personal choice—it’s collective identity. It’s painting your face, memorizing lines, crying at a finale, f ighting for a character, forming WhatsApp groups, spending hours creating theories or memes

Here, fans don’t just observe—they participate. They build. They become active parts of the universes they love. That’s why when a brand truly touches that emotional chord—with respect and authenticity—it doesn’t just gain visibility; it wins loyalty. And when something really connects here, it becomes conversation. Trend. Ritual

The power of fandom in LATAM isn’t just in its size—it’s in its intensity. And that intensity—well understood—can turn fans of a show, a team, or an artist into fans of the brand brave enough to stand beside them. Because in Peru, when a brand enters a fan’s heart, it doesn’t just gain a consumer—it gains an ally. An ambassador. An amplifierWhere being an outsider is noticeable, and being genuine is valued. That’s why the challenge isn’t about making an impact— it’s about belonging. Being part of the context, not forcing in. Making the brand sound like a familiar voice, not just another message.
First, understand that fandom isn’t bought or forced—it’s earned, with humility, active listening, and authentic participation. If a brand wants to reach that level, it must stop seeing audiences as mere receivers and start seeing them as living, passionate, demanding communities

Entry isn’t with a giant logo but with gestures that speak their language, respect their codes, and add real value to their rituals. It’s about collaborating, not colonizing. Finding a way for the brand to contribute without stealing the spotlight, to connect without faking belonging. It’s about enhancing a fandom that’s already built, not trying to lead it

Above all, it takes patience—because in the fandom world, trust is built on small yet meaningful actions and lost in a single opportunistic move. If the brand passes that test, what follows isn’t just engagement—it’s love. And fandom love—especially in LATAM—is the kind that becomes culture

Why the Latin Market Is So Powerful and How We Can Help Brands Enter It?


At Positive Agency, we believe that the only truly powerful thing is what stands the test of time—and the Latin market is the ideal stage to create those kinds of stories: deep, emotional, shared, and experienced with an intensity that few regions can match. It’s not about chasing the latest trend; it’s about understanding what truly moves people, about telling stories that touch the soul today, tomorrow, and in ten years.
That’s Timeless Content, and that’s our north. We help brands find that emotional truth that doesn’t age, that unforgettable message, that story that becomes part of a community, a generation, a culture. If your brand wants to enter this market with real impact, it’s not enough to be relevant—it has to be memorable. And we know how to make that happen.
Because in LATAM, when something truly connects, it doesn’t stay in a folder—it lives in the heart. And that’s the best place a brand can be.
If you want to learn how to truly make an impact in the Latin American market and build the kind of connection we've shown in these examples, follow us on social media and keep reading our blog. And if you're ready for your brand or company to take that leap, we're here to help you make it happen. Reach out to us—let’s start this journey together.
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Microinfluencers:
The Secret Formula That’s
Revolutionizing Marketing
in Latin America
01/07/25

Why Microinfluencers?

You don’t need a million followers to connect with a million people.

Today, brands without massive influencer budgets are discovering the power of microinfluencers—content creatorswith smaller but highly engaged audiences. Microinfluencers tend to generate significantly higher engagement thanlarge-scale profiles. Recent studies show that microinfluencers (typically between 1,000 and 100,000 followers) canachieve average engagement rates close to 7%. That’s up to 60% more engagement than larger influencers, thanks tothe trust and closeness they maintain with their audience. A well-executed campaign with a 100K-follower profile canyield better results than a million-dollar investment focused on reach without genuine connection.

In countries like Peru, Mexico, Guatemala, and Ecuador, brands are earning public trust by betting on authentic contentand real voices. In an era where audiences skip traditional ads and seek honest relationships with brands,microinfluencers are rewriting the marketing rulebook. Brands that understand this shift are achieving what manyconsider the digital “holy grail”: staying relevant, converting without being pushy, and building community throughcloseness.

In a landscape saturated with ads and messages, microinfluencers have become the most trusted and relatable voices.With communities ranging from 1,000 to just over 100,000 followers, they strike a powerful balance: enough reach tocreate impact, and deep, authentic connection with their followers.

Unlike big-name celebrities, their content doesn’t feel like a paid spot—it feels like a genuine recommendation. They’resubject-matter experts, they chat with their followers, and they share from lived experience, making their posts feel liketrusted advice from a friend. Partnering with microinfluencers allows brands to integrate naturally into people’s lives,from within communities, with content that inspires trust, affinity, and relatability.

Now, let’s look at how this formula is already producing real results in countries like Peru, Mexico, Ecuador, and Guatemala.

Peru:
Relatability and Credibility in Every day Life
In Peru, microinfluencers have proven that authenticity beats perfection.

The content that truly performs is the kind that feels real—unfiltered, unscripted, and born from everyday moments the audience can relate to. Brands that understand this have created memorable campaigns by embracing the simple but powerful.

Take creators like Christydinatali, Chocochifle.show, and Alisson.gonzaleezz, who use ironic humor and an unmistakable personal style to deliver sharp, no-frills perspectives. Without big production budgets, they responded authentically and personally to campaigns like Burger King’s “Los chanchos vuelan,” where the brand introduced its new Bondiola King sandwich via drone delivery. The result: real comments and high engagement. No celebrities—just microinfluencers sharing their love for pork and the grill.

Another standout case was the “Winter Season” campaign by Tottus. Instead of traditional models, the brand chose microinfluencers to showcase its new clothing line. The content felt so real and accessible that it went viral organically, sparking a wave of user-generated videos proudly showing off their outfits. The impact extended beyond engagement—it translated into sales.

In fact, in the first quarter of 2025, an influencer marketing platform connected 716 microinfluencers with various brands, generating over 342 million impressions, 34 million likes, and 459,000 shares. Brands like Tottus, BCP, and Kotex saw notable gains in visibility, traffic, and digital conversion thanks to these collaborations.

Key insight: In Peru, authenticity drives real connection. When brands embrace unfiltered content and work with microinfluencers, they don’t just reach people—they earn their trust. What’s everyday, spontaneous, and genuine stays longer in people’s minds—and hearts. Because here, what’s produced might catch attention, but what’s real stirs emotion. And that emotion is what converts.

Mexico:
Storytelling with
Heart and a Sense
of Belonging
In Mexico, we’ve noticed a clear pattern among successful microinfluencers: they know how to tell soulful stories.

The content that truly resonates blends relatability, humor, and deep cultural belonging. And if there’s something that captivates Latin American audiences, it’s a well-told anecdote—those everyday tales that don’t seem like branded content but, in the right hands, seamlessly incorporate products without feeling forced.

A standout example is Carlos Zacu, a rising microinfluencer who has won over thousands with his raw, humorous storytelling. He draws from personal experiences, difficult moments, and relatable anecdotes. He’s not afraid to laugh at himself or move his audience with vulnerable truths. Thanks to his authenticity, brands like CeraVe, Garnier
México, Dove Men, and LaLiga have trusted him to reach new audiences. His work isn’t just content—it’s community built from the heart.

In recent events like the 2024 Copa América and Latin Grammys, TelevisaUnivision activated 16 influencers—mostly microinfluencers—for campaigns that reached 41.6 million video views and 3 million interactions, delivering an estimated ROI of 4 to 1 and an average cost of just $0.0045 per view.

Key insight: In Mexico, emotional storytelling rooted in local identity and humor is the strongest bridge between brand and audience. It’s not just about telling a story—it’s about telling it like a friend would: with warmth, wit, and honesty. When content feels familiar and part of daily life, the connection isn’t just made—it becomes unforgettable.microinfluencers, they don’t just reach people—they earn their trust. What’s everyday, spontaneous, and genuine stays longer in people’s minds—and hearts. Because here, what’s produced might catch attention, but what’s real stirs emotion. And that emotion is what converts.

Guatemala:
Local Culture and Genuine Connection
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In Guatemala, we’ve found a diverse community of microinfluencers who stand out for their authentic, relatablecontent with deep local roots.

What really connects here is what feels real—from home-cooked traditional recipes to honest stories of entrepreneurship, told without filters or frills.

Guatemalan microcreators understand that the real value lies in showing life as it is—and that’s what makes theirimpact so powerful. A prime example is Pao Sánchez, who’s built a solid Latin American audience thanks to hergenuine, spontaneous lifestyle. It’s exactly this real-life content—based on daily routines, relatable tone, and livedexperience—that’s attracted brands like Banco Cuscatlán, Remington, Pandora, and Warner Bros, who recognize herability to naturally weave products into content that truly resonates.

Another local success story involved an organic beverage brand that entered Guatemala, El Salvador, and Costa Ricathrough 150+ microcreators, generating over 350 unpaid Instagram posts and securing shelf space and productturnover with zero paid advertising.

Key insight: In Guatemala, authenticity isn’t a strategy—it’s a way of telling life. The content that resonates doesn’ttry to impress—it aims to connect. And when a story feels honest, it becomes a conversation.

Ecuador:
Everyday Humorand Local Pride
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In Ecuador, microinfluencers have tapped into a key truth: localinsights are gold. The moments we all live—but few know how to narrate—are the ones that build real connection.

In such a diverse country, the content that sticks is the kind that mixes authenticity, humor, and everyday life.These creators don’t need big productions. With a phone and a lot of truth, they make us laugh, reflect, and share.They use the language of the streets, the family, and the neighborhood to tell stories everyone recognizes.

One great example is Josh Paredes, a rising microinfluencer who’s built a strong community using short scripts andeveryday Ecuadorian and Latin American scenarios. Thanks to this organic and relatable approach, brands like KFC,DFSK (auto), Etafashion (retail), and Supermercados Akí now rely on her content to connect authentically.

Key insight: In Ecuador, the most impactful content is the kind that feels like it was made by “one of us.” The morereal, the stronger the bond—because here, trust isn’t earned with production value, it’s earned with truth.

In Ecuador, microinfluencers with 5,000 to 20,000 followers average about 1.28% engagement on Instagram, whilethose with 1,000 to 5,000 can reach around 3.5%. The smaller the audience, the greater the interaction rate—proving once again that authenticity outperforms scale.

Thinking of
Collaborating with
Microinfluencers?
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Start by observing and listening: identify those already speaking about your brand organically and analyze what kind ofcontent truly connects with their communities. It’s not about big numbers—it’s about strong affinities. Then, define thevalues, emotions, and messages you want to convey, and partner with microinfluencers who reflect that same essence.

The secret is to build genuine relationships—not impose scripts. Be clear about your goals, but leave space for thecreator to bring their voice, style, and authenticity. Think of them as creative partners, not just advertising channels.And above all, amplify their content on your platforms—doing so gives them visibility, strengthens the bond, andshows your community they’re an active part of your brand’s story.

Remember: 44% of marketers already prefer working with microinfluencers because of their high engagement and costefficiency.

Why Latin America Is
the Ideal Ground
for Microinfluencer
Driven Brands

Latin America isn’t just a market—it’s a diverse, passionate, and connection-driven community. Here, microinfluencers aren’t just messengers—they’repart of the neighborhood, part of the daily conversation.

Their authenticity, relatability, and recommendation power make them essential allies for brands looking to go beyondtraditional advertising. In fact, a Nielsen study found that 92% of consumers trust recommendations from individualsmore than from brands themselves.

At Positive Agency, we understand that every country has its own codes, language, and cultural references. That’s whywe don’t offer a one-size-fits-all formula—we bring the cultural sensitivity needed to truly connect.

If you’re ready to speak to real audiences through authentic voices, we’re ready to build it with you. Let’s bring thatstory to life.

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LATAM stepped up
big time for the First Club World Cup.
LATAM stepped up big time for the First Club World Cup.
November 6, 2024

Bueeee, folks! So, how was the First Club World Cup? Well, it was just as good as it gets — especially for content creation in Latin America.

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How is it possible that a tournament no one paid attention to at first became one of the most-watched events in the world and a key platform for content creation in the region?

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To find out, we’ll dive into the memes, the broadcasts, the videos, and everything this high-impact global conversation left behind — and uncover those insights that show how sports and digital business go hand in hand.

Cheers to DAZN’s digital strategy.

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To begin understanding the impact this Club World Cup had in the digital ecosystem, we need to look at DAZN — the broadcaster that bet on an innovative digital strategy that revolutionized how the tournament was consumed in Latin America.

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The platform streamed all the matches live for free, breaking away from the traditional pay-per-view model. This bold move not only made it easier for millions of fans to follow the competition, but also removed access barriers.

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It was precisely this coverage that sparked what could be considered the first big conversation topic of the tournament.

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A storyline that quickly turned into a source of memes, videos, and real-time engagement. Let’s take note of how a conversation can be capitalized on social media.

Lola del Carril and Marc Crosas: what a duo, mamita querida.

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In the middle of the Porto vs Fluminense match, Lola and Marc began exchanging opinions about the game — some of which seemed a bit out of context. The mutual compliments they gave each other live on air were the spark that ignited a fun online conversation, with many claiming there was f lirting going on between the Argentine commentator and the Spanish-Mexican ex-footballer.

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The wave of memes, tweets, videos, and reactions became an unbeatable opportunity for DAZN, and for the commentators themselves, who rode the wave of popularity to present a more relatable and social media-friendly image during the broadcasts.

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Translation:


A total banger in terms of viewership for DAZN and viral content — a brilliant real-time play by Lola and Marc, and a classy response to those who believe football should only be consumed through serious analysis and tactical breakdowns.

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If there’s one thing we Latinos are great at, it’s finding the funny side of everything — and knowing how to run with it, especially on social media.

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Goals, celebrations, commentators, or memes — there were also specialized creators who viewed the sport from a different angle, one more aligned with business.

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A clear example of this is the YouTube channel “El Negocio del Fútbol,” which focused on analyzing the economic impact of the next edition of the Club World Cup.

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Other creators like “La Cobra , ” Charlie Carrillo , and Danigoals became amplifiers of everything happening throughout the tournament — from match results and player ratings to predictions for each new round. It was absolute proof of the drawing power that football has in Latin America, and of the wide variety of content formats it inspires, ranging from humor and economic analysis to even lifestyle content.



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"Mom, when I grow up I want to be like the content creators in LATAM"

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In addition to the official commentators, influencers and content creators from Latin America played a leading role in amplifying the Club World Cup experience in the digital ecosystem.

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If there’s one thing we Latinos are great at, it’s finding the funny side of everything — and knowing how to run with it, especially on social media.

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For example, Argentine streamer Davoo Xeneize, known for his passion for Boca Juniors (xeneize), hosted watch parties, live reactions, and match analysis across his channels on Kick, YouTube, and other platforms. With over 2 million subscribers on YouTube, Davoo drew tens of thousands of fans to watch the matches live with him.

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Dive into the digital sports market in LATAM

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This whole picture shows us that Latin America is one of the biggest, most passionate, and most committed football markets in the world. The case of DAZN made it clear:

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When relevant and accessible content is offered, the Latin audience responds massively— creating memes, showing appreciation, and driving virality. With a shared language and rapid growth across platforms, what starts in one country can go viral across the region.

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Over 9.2 million people watched the Spanish-language broadcast in the U.S. alone. 2.49 million attended matches in stadiums across the U.S.; Brazil, Argentina, and Mexico led foreign ticket purchases. And many global trends start right here.
 Investing in LATAM means gaining reach, loyalty, and a culture that turns content into community.

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The digital footprint of the 2025 Club World Cup in LATAM shows how this region turns fleeting moments into long-lasting narratives, well beyond the final whistle. Embracing this mindset allows brands to connect more authentically with the Latin American audience — and to make sure their message resonates long after the event ends.

@danigoals__ Guárdelo ahí x3 🥶 #fyp #paratii #chelsea ♬ sonido original - danigoals

Did you see what the brands and creators did?

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Many sports brands took advantage of their reach — for example, Adidas Argentina and Amstel sponsored content with Lola del Carril due to her rising popularity, while other sponsors invited streamers to create content during the tournament.

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This collaboration between brands and creators boosted content distribution on social media, turning news and moments from the Club World Cup into viral topics that spread across every corner of the internet in Latin America.

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In the end, the tournament’s digital conversation was no longer dominated only by FIFA’s official accounts or traditional media — it was co-created by a large community of digital storytellers who brought the passion of football to Twitter, TikTok, Instagram, YouTube, and Kick simultaneously.

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Why TikTok Leads in LATAM (and how your brand can take advantage)

November 6, 2024

It’s becoming increasingly hard to surprise anyone with what we see on social media. Fortunately, there are still techniques that break the mold — like collage.

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Whether static, animated, or mixed with physical objects, collage and mix media are experiencing a revival on social platforms driven by Gen Z.

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We’re talking about a visual storytelling style that blends illustration, archival material, real-life objects, and animation — transforming into small films known as video collages, analog interventions in a digitized world, or a combination of various elements that grab attention and stand out in a saturated feed.

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Let’s take a closer look at the impact of a technique that once seemed reserved for editorials or contemporary art — and is now ready to be used in brand content.

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Is Mix Media a Response to AI?

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We’re seeing more and more campaigns that feel like they came from the same prompt — which might be a normal curve in the creative industry’s process of adapting to AI. (Remember when there was a time all brands were basically posting the same things on social media?).

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In the midst of that debate, collage emerges as an alternative. With its imperfect nature, it brings back the human touch, artisanal detail, and the beauty of chaos.

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Each piece is unique, non-replicable. And in these times of digital saturation, that feels like a breath of fresh air.

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Latin America is no exception to the growing interest in alternative techniques. More and more creators are taking cutting, pasting and digitizing very seriously — not just as a hobby, but as a new visual language.

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Here are some of the names worth following:

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Latam Creators Who Are Seriously Killing It

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  • Cortaypega: Colombian artist who creates editorial collages and collaborates with brands. Her style is poetic, rich in symbols and soft narratives.
  • Vero Calderon (@elvlogdetrin): Peruvian writer and artist. She has collaborated with Buscalibros, showing that more intimate content can also be part of a campaign.
  • Kamiru: This Peruvian artist has a music video-style aesthetic that grabs attention. She created a video collage for Reebok with a very compelling editing rhythm.
  • Valcollage: Venezuelan artist who teaches how to create collages, shares resources, and has over 40,000 followers on her platforms.
  • Mara Ocejo: Mexican collagist who has illustrated for major outlets like The New York Times — a clear example of how this technique can reach global media.
@maraocejo

Así es como hice los títulos iniciales y la música para Penitencia Podcast. @Penitencia_mx #openingcredits #titlesequence #introsequence #stopmotionanimation #animation #aftereffects #photoshop #sounddesign #openingsequence #animacion #titlecard

♬ original sound - Mara Ocejo
  • Magu Villar: Argentine collagist who blends illustration, collage, and storytelling for social media.
@maguvillar Tutorial DIY para hacer tu propia animación mix-media 🚀 El amor es total así que les armé el tutorial en tiempo récord: ¡ya quiero ver sus animaciones mix-media con creaciones analógicas! ❤️‍🔥 Cuéntenme qué les pareció, compártanlo y expandan ganas de crear con este proyecto y las leo en comentarios 🫀 Siempre #CreáMásArte ♬ Cherry - Jordan Susanto

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Would This Technique “Stick” with My Brand?

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Can you imagine a campaign where the product doesn’t float on a white background, but instead becomes part of a handcrafted scene — built with paper, threads, and cutouts that move in and out of frame? Or a reel where, instead of generic motion graphics, there’s a small, handmade story?

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This type of content can:

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  • Be the hero content of a product launch.

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  • Work as content hooks for social media.

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  • Stand out during seasonal campaigns (Christmas, Father’s Day, etc.).


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Connect with audiences tired of “more of the same.”

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One thing we love about this technique is that it forces a previous step that makes all the difference: the analog one. And that’s key. Before anything is rendered, creators play with paper, fabric, magazines, modeling clay, and scissors. That physical process gives the piece a kind of soul that digital simply can’t replicate.

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So, How Do We Build This Together?


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At Positive, we can help you:

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  • Find and connect with these types of creators.

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  • Develop editorial, product, or campaign ideas using mix media.

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  • Integrate collage into your content strategy.

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  • Explore other techniques that can enhance your brand’s visual identity.


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According to this LinkedIn article, in the coming years there will be a growing trend to value human-made content over artificial output.

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This isn’t about cutting and pasting for the sake of it. It’s about telling stories differently.
 Because in a world where everything starts to look the same, daring to stick things together in a new way might be exactly what your brand needs.

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UGC, CGC, IGC
or What You See?
01/07/25

It All Started as Gossip and Turned into a Trend.

In Latin America, we always say gossip isn’t really our thing... but come on! We can’t help but smile when someone starts with the classic, “Did you hear?” or when a friend leans in quietly to say: “I’ve got chismecito.”

The same thing happens in the digital world. One day, you find yourself debating, laughing, and sharing memes about someone who appeared in a viral video... someone you probably barely know.

And that’s how this whole mess began: a video posted by content creator @_suplinna set off a snowball of comments about “doing UGC in Latin America.”
@.suplinna Eres creadora de contenido UGC o solo te da pena decir que quieres ser influencer? 🫢🫣 Esto es algo que le pregunto a todas mis clientas y todas me dicen: me da pena decir que quiero ser influencer y es que el UGC no es solo crear contenido, en la estrategia tiene un propósito específico para conversiones basado en la sensación de un embudo orgánico. Si quieres aprender más de estrategia como marca o creadora de contenido en mi perfil encuentras **LA FÓRMULA**, un curso donde aprendes todo lo que necesitas para diseñar correctamente tu estrategia. #opiniones #creadoresdecontenido #creadoresugc #ugc #creadorasdecontenido #creadorasugc #opinion ♬ sonido original - Lina

Some say it’s not UGC (User generated content) at all, but rather IGC (Influencer generated content) or disguised CGC (Creator generated content); others argue we simply don’t understand it here. And that’s when we realized that, in this region, many brands still don’t have it clear—and that puts them at a disadvantage.

What is UGC?

UGC stands for User Generated Content: content created by regular, everyday users—not paid or pressured by brands—born from a genuine experience.

Think of it this way: when a customer uploads a photo or writes a comment without any payment involved, that’s authentic UGC.

According to Wikipedia, this type of content has allowed consumers to move from being passive participants to becoming active contributors on digital platforms.

And here’s a key stat: 79% of millennials and 70% of Gen Z make purchasing decisions basedon UGC.

Furthermore, “user-generated content influences the purchases of 79% of consumers, and 92% trust peer recommendations more than branded content.”

This proves that without a clear understanding of UGC, we risk losing the authentic touch that truly drives people to act.

What’s the State of UGC in Latam?

While in the U.S. and Europe many brands already include it as a key part of their business strategy, in Latin America the idea still lingers that a proper UGC execution is simply “I’ll send you one of my products so you can post something,” overlooking one of the most important promotional vehicles for generating awareness on digital channels.

Whether due to a lack of knowledge from the brands themselves or a lack of guidance from their agencies, the creative process for developing a UGC campaign often lacks clear KPIs, variety in entry hooks, proper editing by the agency, optimization of formats for media placement, or even the basic understanding that a UGC creator should know if their content will be boosted or not, and for how long.

As @mila_posada points out in this video:

@mila_posada Por siempre hater de “buscamos creadoras UGC con mínimo 1000 seguidores” & por siempre defensora del UGC bien hecho 💖 #ugccolombia #creadoraugc #ugc #marketingdigital ♬ W.A.Mozart Eine kleine Nachtmusik, Allegro - AllMusicGallery

In Latin America, only 37.7% trust sponsored posts, a figure that aligns closely with Europe andthe U.S., where the average is around 35%–39%, according to this data from Single Rain.

In contrast, well-executed UGC —the kind that feels like it came from an everyday person— has far greater power to connect than an influencer with all the production resources at their disposal.

On the other hand, according to a global report, the UGC marketing market is expected to grow from USD 6.7 billionin 2024 to USD 132.7 billion in 2034, with a CAGR of 34.8%.

This is a clear sign that our region is still not in sync with what’s coming.

The Confusion: Everything’s Called UGC

Here’s the big problem: many people call anything “UGC” if it’s a video with good editing, nice lighting, and camera flair, when in reality it’s paid branded content or disguised influencer work. It’s not that these productions are bad or less effective, but they lead to some serious misunderstandings:

  • Brands don’t know if they’re paying for authenticity or for production.
  • Creators don’t know how to position themselves: does authenticity have less value than a well-scripted, well-edited video?
  • The audience grows distrustful: if everything looks paid, who’s really saying, “this is dope”?

This video of @yuyo.says can actually help us understand the communication differences between one and the other.

@yuyo.says No es lo mismo ser influencer que ser creador de contenido... y la diferencia no está en el número de seguidores, sino en el propósito. #influencer #influencers #influencermarketing #creadoresdecontenido #contentcreator #brandingtips #branding #marketing #longervideo #fyp ♬ sonido original - YUYO
Clear Differences to Avoid Confusion

These acronyms are everywhere, but it’s important to keep them straight:

  • UGC (User Generated Content): spontaneous, authentic content created by regular users.
  • IGC (Influencer Generated Content): content from people with an audience, who usually charge for it —this production is no longer anonymous.
  • CGC (Creator Generated Content or Company Generated Content): content created either by the brand or by hired creators, with an editorial focus and controlled quality.

According to Territory Influence: "UGC thrives on authenticity and community, while IGCl everages the influence and creativity of people with an established online presence."

So, how should these differences be addressed in a campaign led by a marketing agency? This video by @theinexpert explains it:

@theinexpert vengo con mi take sobre “quieres hacer ugc o quieres ser influencer?” @Lina @Mila #ugc #ugccolombia ♬ original sound - WonderMafe 🔮✨
Where Should We Go Next?

These acronyms are everywhere, but it’s important to keep them straight:

  1. Market Education: Brands and agencies must know how to distinguish between UGC, IGC, and CGC, and use each one in its proper role.
  2. Creator Professionalization: Creators should know how to quote, deliver, and sell their proposals without disguising themselves as UGC when they are actually IGC or CGC.
  3. Building an Authentic Culture: Users should feel good about sharing, without thinking that everything is a hidden transaction.

At Positive, we not only understand the differences between UGC, IGC, and CGC, but we also apply them in a structured way within every campaign. This allows us to design strategies where each type of content fulfills its exact function, boosting authenticity and maximizing results. This way, we help international brands land organically in the Latin market, connecting with audiences through the language, codes, and culture that truly move them.

Contact us and let’s start speaking the same language

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LATAM stepped up big time for the First Club World Cup.
Peru Is Key: From
Meme to Global Digital Powerhouse
November 6, 2024

Peru is key! You see it in every post, every viral meme, and every achievement making noise around the world—from gastronomy to video games. What started as a TikTok joke has become a shout of national pride, and the visit of U.S. streamer IShowSpeed to Lima proved it: he not only hung out with local influencers, he was even named “mayor for two hours” and pulled off an acrobatic jump from the municipal balcony that went viral. From that moment on, media outlets and online communities echoed the phrase with force:

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saying “Peru is key” is no longer just a meme—it’s the way to shout “Long live Peru!” to the world.

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It’s not a trend, it’s love for chicharrón.

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Have you voted for the pan con chicharrón yet? Hurry up, the final is almost here!
It’s the shout echoing everywhere: on social media, in the news, and even in the streets—no matter the brand or industry.

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Peru’s digital boom has been fueled by viral moments like the “Peru is key” meme, IShowSpeed’s visit, and above all, Ibai Llanos’ Breakfast World Cup. In this online tournament, Peru crushed it with over 8.1 million votes for its pan con chicharrón and tamal, beating Ecuador and going global. The hype was so big that politicians, media, and local brands jumped in, while Gamarra—the country’s biggest clothing hub—even launched custom T-shirts about the contest. This event didn’t just spark citizen excitement, it also cemented Peruvian gastronomy as a true nation-brand icon online, showing its massive pulling power and international reach.

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Because Peru doesn’t just have the world’s best restaurant... it probably has the best too!

Once you’re on the bus, there’s no getting off.

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Your child settles onto your lap, you light the fireplace, your eyes grow misty, and you begin to tell the story. If Peru once was key to the world, now it’s key to the entire digital universe. The gamer boom also carries a Peruvian face: in August 2025, the team Perú Unite made history by becoming champions of the Pokémon UNITE World Championships in California—making them the first Latin American team to ever lift the world trophy after defeating the Japanese favorites, Zeta Division, 3-1. “I mean, we beat the creators of the game.

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The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.

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The phrase “Peru is key” went viral once again, as the tournament brought together more than 25,000 live attendees in Anaheim and reached nearly 1.1 million unique online viewers, with peaks of 185,000 simultaneous streams, cementing Peru’s presence before the eyes of the world.

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The team itself thanked the support from home, reinforcing the idea that Peruvian talent transcends borders and that Spanish-speaking audiences deeply value their local champions. And beyond the sport, this victory ignited marketing as well: brands tied to gaming—hardware, telecommunications, energy drinks, and more—found in Peru a passionate and growing niche. Combined with other milestones like gaming tournaments, massive streams, and viral phenomena, this triumph positions Peru firmly on the global digital map, proving that its online culture is not just fleeting virality, but the consolidation of communities—gamers, foodies, streamer fans—driven by a uniquely Latin American passion.

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The Peruvian Formula: Creativity, Community, and Digital Speed

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What makes Peru’s digital ecosystem unique isn’t just virality, but the combination of three forces: creativity, community, and speed. Peruvian creativity shows up in memes, trends, and narratives that stand out in an ocean of global content. Community amplifies those ideas with overwhelming energy—from young people spontaneously launching digital campaigns to local brands cleverly joining the conversation. And then there’s speed: within hours, a meme born on TikTok can trend on X, Facebook, and even reach traditional media. This trio explains why phenomena like “Peru is key”, the Breakfast World Cup, or the Pokémon UNITE championship win are not isolated events but symptoms of a larger pattern: Peru has become a cultural accelerator for the region. For global brands, this means that any action in this market doesn’t just make waves locally—it has the potential to scale across all of Latin America.

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“Dad, who was Perú Unite?”

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Your child settles onto your lap, you light the fireplace, your eyes grow misty, and you begin to tell the story. If Peru once was key to the world, now it’s key to the entire digital universe. The gamer boom also carries a Peruvian face: in August 2025, the team Perú Unite made history by becoming champions of the Pokémon UNITE World Championships in California—making them the first Latin American team to ever lift the world trophy after defeating the Japanese favorites, Zeta Division, 3-1. “I mean, we beat the creators of the game.

‍

The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.

‍

The phrase “Peru is key” went viral once again, as the tournament brought together more than 25,000 live attendees in Anaheim and reached nearly 1.1 million unique online viewers, with peaks of 185,000 simultaneous streams, cementing Peru’s presence before the eyes of the world.

‍

The team itself thanked the support from home, reinforcing the idea that Peruvian talent transcends borders and that Spanish-speaking audiences

deeply value their local champions. And beyond the sport, this victory ignited marketing as well: brands tied to gaming—hardware, telecommunications, energy drinks, and more—found in Peru a passionate and growing niche. Combined with other milestones like gaming tournaments, massive streams, and viral phenomena, this triumph positions Peru firmly on the global digital map, proving that its online culture is not just fleeting virality, but the consolidation of communities—gamers, foodies, streamer fans—driven by a uniquely Latin American passion.

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Why is investing in Latin America key for global brands?

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Latin America is no longer just an “emerging market.” Today, it’s a cultural and digital laboratory setting global trends. This entire movement has direct consequences for marketing: it shows that Latin America —and Peru in particular— has become a strategic and vibrant market for any global brand seeking relevance, where trends born from memes, gaming tournaments, or viral phenomena quickly spread and spark national pride.

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The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.

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Joining these movements in real time (as KFC, Bembos, or BCP did with #PerúEsClave and the World Breakfast Cup) allows brands to connect emotionally with young, digital first consumers, who already surpass 70% internet penetration and 90% mobile access in the region.

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Moreover, campaigns that reinforce local identities (such as pan con chicharrón or Perú Unite) enhance brand-country perception and open opportunities in booming sectors such as e-commerce, fintech, gaming, and entertainment. Sponsorship of events and collaborations with influencers or creators multiply organic reach in an ecosystem where culture —gastronomy, music, sports, memes— acts as an exportable form of soft power, and where authentic engagement can outperform million-dollar campaigns.

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In conclusion, Latin America is now a global cultural laboratory, with Peru as its best example, showing that digital not only amplifies narratives but also strengthens passionate communities, turning the region into an unmissable destination for brand innovation and growth.

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Positive leads the way in the new digital map.

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At Positive, we understand that it’s not enough to simply “be on social media”—you need to understand the culture that drives it. Peru and Latin America are fertile ground for brands looking to grow, but they require strategy to avoid going unnoticed. That’s why we identify local insights that become global—such as gastronomic pride or gaming passion—and translate them into campaigns with regional impact and international resonance. Our approach blends creativity with data, combining qualitative analysis of trends, communities, and narratives with quantitative tracking of mentions, engagement, and hashtag growth to design strategies that are both measurable and effective.We know how to authentically place brands within viral phenomena, as many did by joining #PeruEsClave. We act as a bridge between the local and the global, helping brands from the U.S. or Europe connect with Latin American audiences through trust and real engagement. And we do it with close, memorable communication—crafting narratives that move people, spark laughter, invite participation, and turn consumers into fans. In short: Positive helps you ride the digital cultural wave of Latin America so your brand is not just a witness to what’s happening, but a protagonist in the conversations that matter.

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