Seven years inside a national pharmacy network.
Since 2019 we've run Farmacias Benavides' digital side: social media on every platform, the website, eCommerce campaigns and landing pages, a 3D character, and the visual system that ties it all together.
- Strategy
- Systems
- Tech
- Client
- Industry
- Health, retail
- Disciplines
- Social media, community management, website, eCommerce, landing pages, paid media, 3D character, visual system
- Year
- 2019–2025
The challenge
In 2019, one of Mexico's best-known pharmacy chains had a website that no longer told its story, and social channels that hadn't yet become a place to talk with its customers.
- impressions on Facebook and Instagram
- +60M
- views on TikTok
- +170M
- visits to the website
- +15M
- posts designed and scheduled
- +60K
01 · Facebook and Instagram
Close, trusted, and there every day.
We took over strategy and management of both channels in 2019. Since then, the brand has spoken with one visual voice through every stage, every key campaign and every change in how people shop.
- Facebook community growth, to 620,970
- +35.2%
- Instagram community growth, to 39,730
- +168.19%
- Facebook posts
- +2,700
- Instagram posts and stories
- +3,464
02 · LinkedIn
The largest pharmacy community on LinkedIn in Mexico.
We've grown it since 2020, entirely organically. Today it's a key space for professionals in the sector, and the channel where Benavides publishes its job openings.
+198.94%
community growth, to more than 81,000 followers.
All organic, with more than 20 posts a month and over 1.5 million impressions a year.
03 · TikTok
Health and wellbeing, for Gen Z.
In 2023 we launched the official channel, with a younger, more relaxed voice.
Native, useful and fun.
Medical advice, over-the-counter products and wellness tips, made for the platform. The videos drew comments and saves, and positioned the brand as close, relevant and trusted on everyday health.
- views in one year
- +170M
- followers
- +500K
- Mexican pharmacy active on the platform
- 1st
- the year we launched the channel
- 2023
04 · Fabean, 2022–2025
A character made to help, who became the brand's best-loved face.
We created Fabean, an original 3D character, to put a human face on customer service. He quickly outgrew the job: he renewed the brand's visual tone, brought three-dimensional elements into its communication and set Benavides apart online.
+40 versions of Fabean
He adapts to campaigns, seasons and moments (Christmas, Halloween, holidays, a kids' version) and keeps the communication fresh and consistent.
05 · Website, 2020
The ground for an eCommerce.
The old site no longer reflected the brand's purpose or how far it had come. We rebuilt it with the technology behind platforms like Uber, Netflix and Facebook: an informative site, made for search and for the customer, ready to grow into a store.
- visits from content and campaigns
- +15M
- pages across services, products and stores
- +1,000
- keywords on Google's first positions
- SEO
- the year it launched
- 2020
06 · Seasonal campaigns
Buen Fin, Hot Sale, Cyber Sale: every channel, at once.
In every high-traffic season we run an end-to-end digital strategy, lining up every channel and every touchpoint to get the most out of it.
- 01
eCommerce.
Main banners, categories, featured products, headers, footers and the mobile version.
- 02
Social media.
A themed calendar, daily posts, reels, stories and copy for each promotion.
- 03
Support pieces.
Digital price tags, cross promotions, delivery modules and landing pages.
- 04
Paid media.
Meta Ads, Google Display, campaigns by location and purchase intent, and remarketing.
A master for every moment of the year.
Seasonal mastersDrag →
07 · Landing pages and eCommerce
Designers and developers, as an extension of their team.
More than ten landing pages a year, designed and built from scratch for special campaigns, Benamedic, the blog and Rosa Fuerte, five of them directly in the Magento store. And every month, more than 70 banners for the store and the app.
People reached, by campaign
- Hot Sale
- +170,730
- Cyber Sale
- +61,937
- Buen Fin
- +39,612
- visits to landing pages a year
- +500K
08 · Offline
Campaigns that went beyond digital.
Over time the creative work grew with the brand, and our campaigns started living outside the screen too, across new channels and formats.
09 · A new visual system for digital
Consistent, not restrictive.
Benavides needs a stronger, more recognizable visual language without limiting its ability to adapt. The new system creates a consistent foundation across channels and agencies, while giving campaigns enough freedom to stand out when needed.
- 01
One brand, one visual language.
Basic Sans becomes the institutional typeface, supported by consistent rules for color, layout, photography and hierarchy.
- 02
A modular system.
Brand elements live within a recognizable framework, while campaign content can evolve independently without diluting the Benavides identity.
- 03
Freedom within the system.
Short-term campaigns can introduce more expressive visual elements, while permanent and recurring communications remain firmly anchored to the core brand.
Also part of these seven years
- View case study
Benavides Conmigo
- Strategy
- Systems
- View case study
Rosa Fuerte
- Strategy
- Innovation
“After seven years, WAOF doesn't feel like an agency. They know our brand as well as we do, and they keep finding new ways to bring it closer to the people we care for.”