Case Study - DIA x Imantado

→ Context

Through constant evolution, DIA has proven its ability to adapt to emerging trends, keeping up with changes and meeting the needs of a wide range of customers. In 2024, we at Play the Game worked on multiple events with them, and by the end of the year, they approached us for another campaign.

Even though they weren’t a new client, we held several strategy meetings with the DIA team, gathering and organizing the key data we needed. This allowed us to analyze their needs and identify the best opportunities for them.

We presented a plan with three fully customized proposals, ensuring that no matter which one they chose, it would fit their needs perfectly.

→ Proposal

The chosen proposal was to use a content creator as the driving force of the campaign, taking them out of their everyday environment and into the phygital (physical + digital) realm.

We agreed that the creator needed to be charismatic, approachable, spontaneous, and creative, so that with these qualities, they could perfectly adapt to the defined actions and the format in which they would be executed.

The chosen profile was Imantado, which allowed us to provide continuity to the two actions we developed in August 2024.

On one hand, for “Cajero por un Día II”, he put on the official work uniform of Supermercados DIA and headed to one of their stores in Madrid, where he reconnected with old coworkers and had fun with both them and the customers, who were able to be assisted and advised by him.

On the other hand, for “Imanchef II”, he put on his chef's apron to showcase his “skills” (to put it mildly), incorporating the brand’s products into every recipe. The DIA menu was streamed on Imantado’s Twitch profile, featuring: “something” with avocado, classic cannelloni, and a custom surimi version, finishing with a dessert where the key ingredient was the creativity he’s known for.

→ Value

At Play the Game agency, we handle 360º management, from the idea proposal, to the profile selection (including the respective negotiation and other related tasks), all the way to production, execution, and the report creation with its relevant conclusions.

→ Results

We achieved over 1.9M views through the initially agreed content, with a total reach of over 4.2M views thanks to additional content and related actions. This is how we were able to multiply the initial objectives by 6.

Internally, the action was considered highly successful, but this is not only due to the reach achieved, but also to the non-purely numeric goals related to the satisfaction of all parties involved. Both the content creator and his audience were thrilled, and both the brand (DIA) and the agency (Play The Game) established extraordinary synergies, which allow us today to maintain the relationship, willingness, and desire to continue collaborating and growing.

→ Client Quote

"When the right profile is chosen for each idea, everything flows much more easily. Thanks to Imantado's relatability and the great work of his team, we’ve created very authentic content that has allowed us not only to entertain but also to showcase the more human side of the company. Something that is often forgotten when doing marketing."

Brais Quintá, Young Target Marketing & New Channels at Dia Spain.

Explore more Case Studies: