SUCCESS STORY

Sello Hecho en RD

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CHALLENGE

PROPOSED
SOLUTION

RESULTS

- The Sello Hecho en República Dominicana (Made in the Dominican Republic Seal) is a service launched on Wednesday, February 8, 2023, by the Ministry of Industry, Commerce and MSMEs of the Dominican Republic (MICM), with the support of the Association of Industries of the Dominican Republic (AIRD) and, since February 2025, in collaboration with the Association of Industries of the Northern Region (AIREN). - However, since its creation, promotion efforts for the seal had focused mainly on industries and companies, encouraging its adoption as a mark to identify products made by local manufacturing and free-zone industries. Even so, a fundamental challenge remained: getting Dominican consumers to recognize the seal, understand its meaning, and be encouraged to prefer these products. - For this reason, one of the project's main challenges was to shift the conversation from the industrial sphere to the general Dominican population, seeking to inspire feelings of identity and national pride in the value of having a local manufacturing industry that is part of Dominicans' daily lives, while fostering identification with national production. - The creative challenge was equally decisive. It was necessary to develop a concept capable of emotionally connecting with Dominicans, representing the main product categories prioritized in the campaign, and at the same time aligning the vision and objectives of the three institutions involved. This meant creating an appealing visual and narrative proposal that would capture the audience's attention, generate recall, and position the seal as a symbol of national pride. - Likewise, it was developed without highlighting specific Dominican brands. This represented an additional creative challenge, since it was necessary to build a visual and conceptual narrative capable of generating identification and pride without relying on brands recognized by consumers.

- Given this reality, a comprehensive campaign was designed to position the Sello Hecho en República Dominicana in consumers' minds, combining visual marketing, multichannel advertising, and the building of its digital identity. As part of this strategy, the seal's presence was developed and managed across various digital platforms, creating official profiles and content designed to strengthen its recognition and connection with the audience. - The proposal was built on the creative concept “Lo que hacemos con orgullo, lleva su sello” (What we do with pride carries its seal) and “RD tiene lo suyo y también su sello” (The DR has its own, and its own seal too), an idea that successfully connected with national pride through language that was warm, authentic, and aligned with Dominican identity. From this concept, a narrative was built that highlighted the value of local production and generated identification with the seal as a symbol of trust, quality, and support for the national industry. - Likewise, it included recognition of each of the institutions behind the seal: MICM, AIRD, and AIREN, in each of the pieces. - The campaign was executed comprehensively across multiple channels, including outdoor advertising on billboards and digital mupis located at strategic points, as well as a strong presence on digital platforms through social media and YouTube advertising, with the production of a video that represented Dominican identity and display formats.

- We reached millions of Dominicans - Significant increase in awareness and recognition of the Sello Hecho en República Dominicana among the population. - Broad exposure of the campaign through outdoor advertising and digital platforms, achieving a constant presence across different touchpoints with Dominicans. - Positioning of the seal as a recognizable visual element within the conversation about national production and local consumption - Reinforcement of the sense of national pride associated with local industry and Dominican production capacity.

OUTDOOR PLACEMENT Billboard Reach:

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Mupis Reach:

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February/March

March/April

Campaign's flagship piece – YouTube video

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Complete Views

Impressions

Clicks

Overall placement on digital platforms: 1. Month 1: Reach (1,031,711); Impressions (12,329,660) Clicks (36,501) 2. Month 2: Reach (1,031,711); Impressions (12,329,660) Clicks (36,501)

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