The problem:
Grupo Argos shareholders were losing trust in the company, leading to a drop in share value and weakening its perceived strength. How to rebuild that trust and reaffirm their position as one of Colombia’s largest holdings?
The idea:
Instead of focusing only on numbers, we decided to highlight the real value of our assets—their impact on people, communities, and regions. To do this, we transformed what could have been just another corporate video into an entertainment series, led by a character who shared the same questions and concerns as our shareholders.
Christian Byfield: the perfect match
We chose not just any influencer, but Christian Byfield—a former corporate professional who left it all behind to travel the world. To make it authentic, we turned Christian into a real shareholder and sent him across Colombia to discover, first-hand, the true value of his investments in the Group.
Two seasons, twelve episodes, over ten million impressions.
The first season exceeded all expectations, delivering outstanding results (watch the full case below if you’re into numbers and figures) and even earning the award for Best Video Marketing Campaign in Latin America. Building on that success, we launched a second season, expanding the narrative to show Grupo Argos’ impact across different regions—boosting not only shareholder confidence, but also strengthening its value in Colombian society.
Watch the full case:
