SamyRoad, the platform that connects with brands continues its expansion with the opening of new offices in Chile and Colombia. Over the last three years, the Spanish company has carried out a powerful internationalization plan that has led it to open up markets in United States, Portugal, Mexico and Argentina.
To accelerate the growth of the market in Latin America, SamyRoad has also wanted to have Martin Frontini, former Managing Director of ZoomIn.TV for Latin America and US Hispanics, as new Managing Director. In total in the last year, SamyRoad has multiplied his team in Latin America by six.
What is Samy Road?
As Patricia Ratia explained to us, co-founder and financial director of SamyRoad, in 2017 «SamyRoad is a content platform where the user can discover content of their passions (fashion, music, art…) in an organized way. We ensure that this content is of quality because the creators have been previously validated. They are a community of bloggers, designers, artists, photographers, athletes, etc. They expose their content and we give them access so that they can work with different national and international brands and from different sectors of activity, starring branded content campaigns.
SamyRoad selects the influencer that best suits their image for brands. It does so based on a algorithm that analyzes the level of (the ability of an influencer to create strong relationships with their followers) and the reach (number of followers and degree of penetration in them) of each account among other parameters. From there, the strategy is planned, they select the appropriate profiles via ShineBuzz (SamyRoad’s platform) and propose creativity in the messages to be communicated by the influencers, putting the brands, their products or services and the target audience.
Founded in 2013 by Juan Sánchez Herrera, Marta Nicolás and Patricia Ratia, SamyRoad carried out a powerful international expansion plan in 2017, thanks to which the company managed to triple its turnover and achieved a positive EBITDA (gross operating result). The expansion of SamyRoad has allowed the Spanish company to carry out more than 500 campaigns for 100 brands and accompany in the process more than 8,000 influencers from around the world, working with brands such as L’Oreal, Banco Santander, Danone, Ford and McDonalds, among others.
Keys to Samyroad’s expansion in Latam
In Brazilwhere you just landed, has been appointed County Manager Paulo Leal, Vice President of Sales & Marketing of MTV Brazil for almost a decade and with extensive experience in the world of entertainment. From its offices in Sao Paolo, SamyRoad already works in this market for Ipiranga, the second largest fuel distribution company in the country, for YPE, a brand in the consumer goods sector, or for the fashion company BluK.
After its successful campaign with Brazilian influencers who promoted Chilean TourismSamyRoad has managed to establish itself in the Andean country with paul arancibia at the head of the team, thanks to a solid track record as a business developer in the automotive, mass consumption and industrial industries in brands such as Derco and Bridgestone. Offices have been established in Santiago. the publicist Ana Gaitán, after passing through advertising and media agencies, directs the SamyRoad project in Colombia. From the offices in Bogotá, SamyRoad debuted in this market with a campaign for Falabella, the largest retail company in Latin America.
“After the good reception in Latin America, we continue betting on our expansion plan in Latin America and Dubai for next year”, Marta Nicolás, one of the founders of SamyRoad, explained. “Latin America has great potential for influencer marketing and proof of this is the entry of large clients such as P&G, Unilever, Danone or Ford. Before landing in these countries and opening offices, we have developed campaigns simultaneously in several countries. For example, we have been running a campaign for Benetton in Brazil, Chile and Argentina for a few months”.
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