Alejandro Nieto

Alejandro helped create the bilingual and multicultural "Disfruta Más" segment of the "Do More" campaign.

Designed to engage the US Hispanic audience, this campaign featured real asthma and eczema patients sharing their stories of overcoming challenges and pursuing passions.

Through TV spots, digital content, print, and website integration, the campaign demonstrated how DUPIXENT enables people to achieve more with fewer asthma symptoms.

Alejandro collaborated closely on a dynamic campaign for Spotify, highlighting curated playlists like Latin Dance Cardio, Baila Reggaeton, and those dedicated to iconic artists such as Daddy Yankee, Pitbull, and Selena. Employing a multimedia strategy, the campaign featured digital videos and messaging, alongside customized content to navigate users through various playlists.

With a deep understanding of the US Hispanic audience, Alejandro ensured the campaign effectively showcased Spotify's unique music catalog while engaging users in meaningful ways. By spotlighting playlists tailored to different preferences and cultural backgrounds, the campaign successfully captured the attention of diverse audiences, driving engagement and boosting brand awareness.

Alejandro collaborated on a groundbreaking multimedia campaign with the US Postal Service and Sony's 'The Amazing Spider-Man,' achieving remarkable success. This visionary initiative garnered over 2.5 billion impressions, significantly boosting online engagement, Priority Mail box orders, and stamp purchases, solidifying its status as USPS's most effective campaign to date. The campaign featured a short film directed by Marc Webb, which premiered in movie theaters as a trailer, generating widespread anticipation.

Additionally, iconic mail trucks were adorned with Spider-Man imagery carrying Priority Mail boxes, marking a historic milestone for USPS. The campaign also introduced limited-edition Priority Mail packages and custom stamps, offering consumers exclusive and captivating products. Spider-Man himself extended the campaign's reach and impact by delivering the message to famous talk shows, further enhancing its influence.

Alejandro collaborated in crafting a groundbreaking campaign for the launch of the Chevy Cruze, addressing the challenge of communicating the latest technical improvements in a relatable and engaging manner. His collaborative efforts led to the creation of the "Also Known As" campaign, which showcased revolutionary features in everyday situations, positioning them as familiar problem-solvers for our target drivers.

Through compelling storytelling, the campaign transformed features like the "Turn-By-Turn Navigation System" into an "Emergency Diaper Locator." By presenting these features in a context that resonated with the audience's daily lives, Alejandro ensured that the campaign effectively conveyed the value and benefits of the Chevy Cruze to potential drivers.

Alejandro's contributions were instrumental in refining MyElder's brand messaging, elevating it with optimism and resonance to forge stronger connections within the adult caregiving sector. Through collaborative efforts during the rebranding initiative, a collective approach was taken to develop creative concepts, headline executions, and product descriptions that seamlessly aligned with the company's vision and addressed the needs of its audience. Alejandro's strategic insights and creative direction were invaluable, enabling MyElder to articulate a more compassionate and hopeful narrative, thereby strengthening bonds within their community and enhancing their influence in the caregiving industry.

Alejandro helped develop a campaign for Johnson's Baby® to promote their sleeping app designed for better baby sleep. The campaign featured a real dad demonstrating a simple 3-step routine to improve sleep quality.

TV commercials supported the routine and encouraged app downloads. This approach effectively engaged parents with practical solutions and reinforced Johnson's Baby®'s commitment to family well-being.

Alejandro played a vital role in tailoring Verizon's marketing campaigns for the US Hispanic market. His creative contributions helped promote services like FiOS, High-Speed Internet, and Spanish-language channels, resonating effectively with the target audience.

Memorable moments include the emotionally resonant spot "Wait a Bit More," paying tribute to the iconic singer José José, and a radio commercial crafted solely using the letter Ñ. These innovative approaches deepened the brand's connection with Hispanic consumers, fostering increased engagement and brand affinity.

Alejandro led a culturally resonant campaign for Johnson & Johnson, spotlighting a real Latino family in the U.S. This bilingual, multi-brand effort aimed to deeply connect Johnson & Johnson with the Hispanic community, resonating profoundly with its audience.

The campaign featured a cohesive media plan, including print, coupons, retail activations, and strategic media partnerships. TV spots seamlessly integrated brand stories into the family narrative, while documentary episodes provided intimate views into important family moments and cultural topics.

Through Alejandro's leadership, the campaign achieved significant user engagement and market penetration, solidifying Johnson & Johnson's position as a trusted ally within the Hispanic community.

As a music journalist, Alejandro has had the opportunity to interview a range of his favorite artists, including Matthew Dear, Jonsi from Sigur Ros, Devendra Banhart, MGMT, and more. Through these interviews, he has provided unique insights into their creative processes and inspirations, contributing engaging content to the music community.