In 2022, Zoho embarked on a mission to significantly improve its positioning and brand recognition in Latin America, adapting specific strategies to the particular conditions of each country. This initiative was aimed at highlighting Zoho as a key ally in local economic growth, involving meticulous planning that considered the economic, political and technological realities of each market. Zoho’s campaign utilized a robust combination of paid, earned, owned and social media to maximize brand exposure and resonance in the region.
The execution of this multidimensional strategy brought exceptional and measurable results: a 12.5% increase in publications reached a total of 925 articles carefully distributed through different channels. This effort increased the audience by an impressive 134.15%, impacting more than 9.6 million people. In addition, the number of interviews grew by 44.44%, totaling 39 appearances in influential media, which significantly boosted the brand’s visibility.
The impact on advertising value was remarkable, with an increase of 113.04%, exceeding US$49 million. From a market perspective, Zoho not only saw 20% growth in Latin America, but also recorded a 150% increase in the use of its platform, attracting 37.5% of new customers from medium and large enterprises. Zoho One license upgrades, meanwhile, increased by 92%, leading to a 32% increase in sales, consolidating Zoho as an undisputed technology leader in the region during a year that marked a before and after in its history.
