Casillero del Diablo use Video to generate brand awareness in Mexico


Casillero del Diablo, a Chilean red wine brand, was looking to generate brand awareness and improve impressions, clicks, CTR and CPM for their Amazon store in Mexico. They were looking to promote 3 of their wines in particular, Devil Soul, Devil Heart and Devil Spirit.

Their KPI’s were:

  • 1.6 million impressions
  • 14,916 clicks
  • 0.9% CTR
  • $120 MXN CPM


Casillero del Diablo worked with their media agency, Havas Media Group to develop 3 different Video ad campaigns to reach the correct target audience for each wine. Devil Soul was targeted at users who like art, photography, travel and gourmet food, Devil Heart was targeted at users with an interest in lifestyle, wellness and luxury, and Devil Spirit was targeted at users with an interest in music festival, road trip and adventures.

To ensure they were able to reach all of their desired target audiences for each wine, Casillero del Diablo and Havas Media Group leveraged MediaMath’s partnership with Retargetly to divide the strategies by interests but keep the social classes of A, B, C and C+, for example, photography, gourmet, luxury, lifestyle, etc.


All 3 campaigns surpassed Casillero del Diablo’s KPI’s. By targeting different audiences for each wine, CPM costs were lowered and achieved a CPM of $98.09 MXN, a CTR of 1.47%, a VTR of 52% and delivered more than 2 million impressions and 29,637 clicks to the site.

With these incredible results, we were able to generate brand awareness and make this wine brand known in Mexico.


Havas SA is a French multinational advertising and public relations company, headquartered in Paris, France. It operates in more than 100 countries and is one of the largest advertising and communications groups in the world. Havas consists of three main operational divisions. 

Casillero del Diablo is a value-led brand from Chile, a part of the portfolio of Concha y Toro, the largest wine producer in Latin America. Casillero del Diablo wines are made from classic Chilean grape varieties like Cabernet Sauvignon, Merlot and Carmenere, and are widely available in the global marketplace.