In January Argentine cities empty out and the coast fills up. The audience does not vanish, it relocates, and the brand that keeps communicating finds less competition and more screen time per person.

Where the audience is in January

Mar del Plata, the Atlantic coast, Cordoba, the mountains and the Uruguayan coast concentrate millions of people with free time and a phone in hand. It is the highest content consumption month of the year and the one fewest brands use, because the marketing team is on holiday.

Consumption shifts category

Fewer appliances and more of everything used outdoors: sunscreen, hydration, light clothing, mate, portable coolers, food, entertainment. The same products as always need a different angle to work in that context.

Film in November, publish on schedule

If January content is produced in December, it arrives late and badly. Commissioning in November and scheduling everything lets the campaign run itself while the team rests. It is the easiest campaign of the year to leave ready.

Creators on location

A creator spending summer on the coast or in the mountains can deliver content with the real consumption context. It costs less than sending someone and looks far more genuine. Finding that profile in December, before their calendar fills, is the move.

Come back in March with material

March is the real restart of the Argentine year: back to school, back to work, change of season. Arriving on the first of March with new content filmed in January is one of the best effort to result ratios in the calendar.

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Frequently asked questions

Does nothing sell in January?

It sells, with less competition.

Where is the audience?

On the coast, in Cordoba and the mountains.

When should we produce?

In November, to schedule it all.

Which creator works best?

One who is on location over the summer.