Ingenia Agency

BACKGROUND

Please describe your company and your position there.

Im the internal communication manager at the institutional communication department of Universidad Panamericana, Guadalajara.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Ingenia Agency, and what were your goals?

We hired Ingenia Agency to improve the development of digital marketing strategies on our three campuses. Our goal is to become a reference on Mexico and the world as one of the universities with most prestige.

SOLUTION

How did you select this vendor and what were the deciding factors?

We analyzed several agencies, but we chose Ingenia because is one of the best in Latinamerica.

How many resources from the vendor's team worked with you, and what were their positions?

We work with Project Managers, Community Managers, Production team, Designers, Script Managers, and Creativity Managers.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

The improvement on our digital strategies and logistic has been impressive. We now think and plan our contents based on specific goals which has made our engagement numbers grow a lot and our image on social media is much more professional.

How effective was the workflow between your team and theirs?

They have a very effective workflow. The use of "Monday", plus the direct contact with Mitzi, Alex, Lu and Vania has been incredible.

What did you find most impressive or unique about this company?

Their so well organized way of working, the very specific job positions, their knowledge and experience on the digital and marketing world, and of course, their attention and kindness.

Are there any areas for improvement or something they could have done differently?

Sometimes they stumble a little on the details, for example, on the copys or the programming of the posts. We could use more inniciative and creative ideas without having to ask for them.

UPDATED REVIEW

This review was published on November 6, 2019

Araceli Jimenez Mayorga

Social Media Coordinator, Universidad Panamericana de Mexico

Education

1,001-5,000 Employees

Guadalajara, Mexico

$50,000 to $199,999

Nov 2018 - Ongoing

Project summary

Ingenia Agency maintains several social media accounts for multiple university campuses. The team creates content and generates campaigns.

Feedback summary

Ingenia Agency met expectations, providing a high-quality service. Their skilled and creative expertise supplemented continued engagement. They’re collaborative and proactive.

BACKGROUND

Introduce your business and what you do there.

I’m in charge of social media at Panamerican University.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

We hired Ingenia Agency to help with our social media metrics within three of our campuses and collaborate with us on content ideas.

SOLUTION

What was the scope of their involvement?

Through helping out with our social media metrics, they send us reports.

What is the team composition?

We’ve worked directly with four people, including two project managers, a content lead, and community lead.

How did you come to work with Ingenia Agency?

Our principal hired Ingenia Agency with input from a committee with members from various campuses.

How much have you invested with them?

We’ve invested around $100,000 pesos (approximately $5,200 USD) per month and per campus.

What is the status of this engagement?

Our engagement with Ingenia Agency started between May and June 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The team at Ingenia Agency helped generate campaigns and guidelines for us.

How did Ingenia Agency perform from a project management standpoint?

We provide a timeline, and for the most part, we get what we ask right at the end.

What did you find most impressive about them?

Their team is skilled at art, creating animations and infographics.

Are there any areas they could improve?

While they could improve at meeting deadlines, we haven’t had any important delays, but would like to get things done faster.

Star Ratings:

Overall rating: 4.5

Quality: 4

Cost: 4

Schedule: 3.5

Willing to refer: 4

BACKGROUND

Introduce your business and what you do there.

I work at a company called Fimer, which is dedicated to renewable energy and manufactures solar inverters. I’m the marketing manager for Latin America.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

We wanted to develop a campaign for a new era in solar projects. We went through a rebrand and had Ingenia handle the entire digital campaign through social media, Google, emails, and more.

SOLUTION

What was the scope of their involvement?

We had several conversations with Jesús (Project Manager), who is our assigned project manager. From there, we decided to launch the campaign through social media, including Facebook, Instagram, and LinkedIn, as well as emails, Google search, and Google display ads. Our objective was to reach a 1% click-through rate based on our reach while also generating leads. 

What is the team composition?

We’ve only interacted directly with the project manager and the media director. I know that Jesús relays all information to the digital team, so there are other people involved.

How did you come to work with Ingenia Agency?

I’ve known Ingenia Agency and worked with them at a previous job. We found them through a market study of the strongest digital agencies in Mexico. I worked on several campaigns with Ingenia Agency, and when I switched jobs and came here in February, I brought them with me. 

How much have you invested with them?

This year’s project cost around $12,000.

What is the status of this engagement?

The current campaign started in June 2020, and our relationship with them is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The impact of their work is really good. Most of the people that visit the landing page are from the countries where our campaigns are currently active. About 50 or 60% of them are from this specific new era of our solar campaign.

We’ve obtained about 600 leads from the campaign which it’s still active and running till February of 2021.

How did Ingenia Agency perform from a project management standpoint?

Communication is great. They’re very proactive and do what we ask of them. 

What did you find most impressive about them?

When it comes to anything digital, they really stand out. Overall, I enjoy working with them, and they’ve been the ones to produce the best results compared to other agencies I work with.

Are there any areas they could improve?

Ingenia Agency isn’t very flexible when it comes to receiving payments. They also took a while to provide a quotation and at times it seems like they’re not interested in our project. I have strict deadlines for launching the campaign so this was uncomfortable for me.

BACKGROUND

Introduce your business and what you do there.

I work for a university in Mexico City. Specifically, I work in the marketing and admissions department for one of the 20 degrees we offer at the university.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

We wanted to grow our social media following from zero followers and create brand awareness. We also needed to create enough leads to generate conversions.

SOLUTION

What was the scope of their involvement?

Ingenia Agency managed the social media account for a specific degree program. Their team created a brand awareness campaign driven through social media to attract candidates to our program. It was basically a lead generation campaign. The two social platforms used were Facebook and Instagram.

What is the team composition?

We worked with a project manager, a content manager, a storyteller, and a person overseeing the plan. In total, there were four people involved.

How did you come to work with Ingenia Agency?

The university recommended that we engaged Ingenia Agency. They were the best option with the best credentials. They also had a great proposal regarding content and how to position our degree on social media.

How much have you invested with them?

Last month, we spent $120,200 MXN (approximately $6,075 USD).

What is the status of this engagement?

Our ongoing collaboration started around June 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We have more leads and more students interested in receiving information about our bachelor’s degree. This specific degree is aimed at women only, so it’s a greater challenge building an audience. Their team increased our recognition, growing our social following by 300%.

How did Ingenia Agency perform from a project management standpoint?

Ingenia Agency became familiar with the brand in a short amount of time, enabling them to push out work. They’re always on time, and their creative proposals for the campaigns and content are great.

What did you find most impressive about them?

Ingenia Agency captured the profile of the students who we want to attract to our program. They demonstrated their knowledge of that concept in the creative campaign, which led to great visual content that’s appealing to potential students.

Are there any areas they could improve?

No, I don’t know how they could improve.

BACKGROUND

Introduce your business and what you do there.

I’m the head of the communication department at a university in Mexico.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

We needed help with our social media campaigns. We wanted to have one of the best engagement rates of all the universities.

SOLUTION

What was the scope of their involvement?

They came up with the social media strategy and presented it to us. We approved the strategy.

Now, Ingenia Agency helps us with our Instagram, Facebook, Twitter, and LinkedIn. They do the creation of the content. The team also conducts research of universities and what they’re doing on their social media.

What is the team composition?

There are 6-8 people involved in the project. I know the COO, CEO, our project manager, some designers, producers, and photographers.

How did you come to work with Ingenia Agency?

The CEO is an alum of the university. He presented his agency and we loved what he was doing, so we decided to partner with them.

How much have you invested with them?

We’ve spent about $100,000.

What is the status of this engagement?

We started working together in June 2018 and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We have some KPIs with the engagement rate. We have monthly meetings where we see the results. They follow up with the results and they’ve been very good. I’m very happy with their work.

How did Ingenia Agency perform from a project management standpoint?

We have weekly meetings to discuss whether we’re advancing or what we have to do to get the result we want. They deliver as promised.

What did you find most impressive about them?

Ingenia Agency offers very good service — not just in terms of social media, but also in keeping their customers happy. They’re very good at creating content.

Are there any areas they could improve?

They could work on their lead attraction campaigns.

Do you have any advice for potential customers?

Have monthly or weekly meetings. It’s one of the things that has worked with us. I’ve had many meetings with Pablo (CEO), and it’s been very good.

BACKGROUND

Introduce your business and what you do there.

I’m the digital strategy manager of a financial group in Mexico.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

We wanted to have greater engagement with our followers and increase our community, organically and later on, with paid ads.

SOLUTION

What was the scope of their involvement?

They’ve worked with us to develop all the content for our social media strategies, including the creative elements, the implementation, and the management. This included Facebook, Twitter, Instagram, and Youtube.

They use Social Bakers, to manage publications and for the reports we receive. They also use a listening platform to do in-depth research for a particular campaign, capabilities analysis, or reputation evaluations.

What is the team composition?

There are around 11–14 people involved, including designers, community managers, creatives, copywriters, and a project manager.

How did you come to work with Ingenia?

We evaluated different agencies, looking for a partner to work with us in this project that was able to manage the volume of work we requested. Five agencies sent us their proposals and ended up choosing Ingenia due to their experience and pricing. We decided to try working with them, and so far we’ve had good results.

How much have you invested in them?

We’ve spent around 4 million Mexican pesos (approximately $206,000 USD).

What is the status of this engagement?

We started working with them in January 2018, and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The quality of their work has been good. They’ve helped us develop new ideas to give us more control over the platforms we already us and to find alternatives to expand our presence in those and new platforms.

There has been a learning process for both of us as working with a new agency is a challenge, but their work has been pretty good in general. The volume of publications we manage is huge, some that we request on record time and they have managed to deliver.

How did Ingenia services perform from a project management standpoint?

They use Monday as a project management tool, which has worked wonders. It was a pleasant discovery for us. In general, the results have been very positive on that side. When we’ve encountered any setbacks, they’ve managed and solved the issues properly and improved their account management.

What did you find most impressive about them?

They’ve helped us with real-time campaigns on events, developing a mobile campaign that has been very well received. We've achieved very positive results.

Are there any areas they could improve?

They’re good in the creative and design areas, but they should have more people dedicated to research and analysis—they need to achieve more depth in that area.

BACKGROUND

Introduce your business and what you do there.

We’re a consumer goods company. We elaborate, distribute, and sell Coca-Cola products, and are their biggest franchise in the world. My position is head of our information security area.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

Every year we launch a campaign to generate awareness among our employees on information security. Our main concern is that it’s a very complex issue, but it’s hard to teach the users about. We hired Ingenia to manage the education of our internal employees.

SOLUTION

What was the scope of their involvement?

They developed a very interesting concept for the project. we wanted to transmit a message about being careful with suspicious emails, not leaving documents unattended on desks, and care with internet searches. They worked on a campaign using memes, infographics, and tips. It was very millennial, using cartoons that they developed themselves. Our employees identified with it well.

We also used an internal social network to publish all the information and created a rewards program. If the employees participated—if they had their desk in order, etc—they would win t-shirts, cups, or other prizes. We also used email, video walls, wallpapers as well as designing a video game for trivia and other contests.

What is the team composition?

We were in touch directly with the project manager, but I’m not aware of how big their team was. I think around 5–7 people.

How did you come to work with Ingenia?

We launched an RFP that involved different companies. We chose Ingenia because we saw the added value in their proposal, in the design, and in the visual impact they offered. They were the most innovative and visually strong. Other companies proposed things we were able to create ourselves.

How much have you invested in them?

I can’t say the exact cost, but they offered a very good proposal.

What is the status of this engagement?

We worked with them from the beginning of 2014–2015, for about one year.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We implemented their campaign in nine countries all over Latin America and had very active participation among users. Other campaigns had participation rates of 8%; in this one, we reached 25–30% participation, which was way higher.

The visual impact generated was truly positive. The campaign was recognized inside our company and was even adopted by other companies our organization cluster. We’re still using the campaign after three years.

How did Ingenia perform from a project management standpoint?

They were organized and professional. Of course, we met some risk that wasn’t expecting during the projects, but they were always solved.

What did you find most impressive about them?

I was impressed by the creativity they showed in translating our needs and expectations into a product. That was very important in establishing the success criteria for our campaign. Their fresh approach was key to helping us leave a marked impression on our users.

Are there any areas they could improve?

Their risk management needs improvement. The way risk and incidentals are addressed is key to prevent any delays and completing a project on time.

BACKGROUND

Introduce your business and what you do there.

I work for Diamond Films Latin America. We are films distributors, but the company belongs to a holding that distributes audiovisual content throughout Latin America and now Spain. I am head of regional marketing and am in charge of creating all our campaigns.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

The first time I worked with them was in 2017. It was a social media marketing campaign, specifically for Facebook, it was implemented in Mexico, Argentina, Bolivia, Chile, Colombia and Peru.

SOLUTION

What was the scope of their involvement?

They managed our regional Facebook for a movie called Valerian, directed by Luc Besson. It involved the promotion of two trailers and the premiere. In this campaign I had an agency division, as it was the first regional campaign we implemented.

What is the team composition?

They were a team of 5, including an account manager who gave great follow up. During the calls, the manager was always present and some of the rest of the team.

How did you come to work with Ingenia?

I knew of their agency and decided to stay with them because their performance was very good. I compared them with others from Mexico, Argentina, and Panama and they were the ones who convinced me with the numbers.

How much have you invested in them?

For the two past campaigns it was about 400,000 pesos [$20,600].

What is the status of this engagement?

I first started working with them in April 2017 and then again in August. We will be working with them again for the launch of a movie for the Oscars. For that, they will be managing Facebook, Instagram, and Youtube.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

With them, we were able to challenge the idea that each country to implement their own campaign. We did some research, taking into account the different regions to compare the numbers with the ones Ingenia gave us. For the reach and cost, they improved our figures and that had a great impact on us. We were able to implement a regional campaign with a great impact and better costs.

How did Ingenia perform from a project management standpoint?

They always met deadlines, even across different time zones. They would always find ways to communicate with me. There was always very good communication and flexibility from their side.

What did you find most impressive about them?

The personalized attention they give is something I am very happy with. They always send reports promptly, as I have to send them to the studios every 24, 48, and 72 hours and they were always on time.

Are there any areas they could improve?

Sometimes on the presentation, I had to ask them to send me open files because I had to copy the numbers onto my own format. The first and second times they didn't, though by the third time I asked, they did. If they had asked which format was best for us, it would had been easier for me to work with the numbers.

Do you have any advice for potential customers?

Be sure they are precise about the format in which they want the numbers to be sent.

BACKGROUND

Introduce your business and what you do there.

I’m a social media analyst for a chain of retail technology stores. We have 1,200 employees and 31 shops around the country. I’m based in the Mexico City corporate offices.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

Ingenia assisted with all the communications strategies and social media marketing aimed at finding new followers and sales leads.

SOLUTION

What was the scope of their involvement?

We were previously working with another agency, but we decided to switch to Ingenia because they presented a more solid, aligned proposal that met our needs as a brand. They offer Facebook Analytics and Insight, Socialbakers, and Google Analytics services. They are also Google Partners, so they’re creating social listening and research strategies that are really helping us understand the communication with our users.

Ingenia helps us develop the social media strategy, community management, and content for our Facebook, Twitter, Instagram, and YouTube. They also assist in providing support for our community and users by responding to their comments and handling direct communications with the brand-related e-commerce orders (among other inquires).

What is the team composition?

We work with approximately eight of their team members per month. We have a yearly contract, but every month consists of a different project with different teams. We have a project manager, social media head, a couple of community and content managers, creative resources, and designers. We also have a couple of managers and executives who help us lead the strategy according to the changes and needs of the retail market.

How did you come to work with Ingenia?

We chose them because of their cost benefit and because they offered better use of the campaigns of funds acquisitions, which is one of our main growth strategies for 2018. Our yearly budget recommendation was also more optimized with them than other agencies. Ingenia presented a very interesting creative proposal that was very close to what we were looking for as a brand. In terms of cost benefit and communications strategy, they were the agency that best understood our initial briefing.

What is the status of this engagement?

We started working with them in November 2017. It’s a yearly project from November 2017–2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our goal is to reach an established number of fans, but we don’t have the final result at the moment.

Ingenia has a multidisciplinary focus for what we’re looking for. They’re not just focused on social media and digital marketing, and they include different disciplines and perspectives which allow us to understand our brand and how it fits into digital schemes. Everything they’ve shown us is very interesting regarding the findings and searches for our specific industry, speciality, and how they use them to benefit communication with our audience.

How did Ingenia perform from a project management standpoint?

The project management team is very good and has strong documentation skills. We have a weekly plan that activates creatives daily, so it’s very fluid. We try to communicate all the time from various media forms. It lacks sense of urgency in understanding the business model of the retailer sector in Mexico, but this is part of the learning process.

What did you find most impressive about them?

Their communications, creativity management, and commitment are very good. They have great knowledge about social media management tools such as Socialbakers and social listening.

Are there any areas they could improve?

I consider the lack in sense of urgency as something they are just learning and need to understand about the retail industry, which has daily offers.

Do you have any advice for potential customers?

They are very professional. I really like their startup spirit, and they have great knowledge about new technologies. They also know how to get into projects from a digital perspective, and are completely aware of the current trends.