Spanish rail operator Renfe paid a TikToker €2,100 for its Christmas campaign
Renfe paid TikToker Carmen la Marchosa €2,100 and four tickets for a Christmas video. Public spending on influencers reopens the debate over…
English · Original discussion in Spanish · Published
€2,100 and four tickets: what Renfe's TikToker cost
A Christmas video set to «El burrito sabanero» starring TikToker Carmen la Marchosa became the centrepiece of Renfe's campaign in December 2024. Spain's state-owned rail operator hired the content creator for €2,100 gross and four return tickets between Alicante and Madrid. The video went viral, but not exactly for its quality: criticism poured in over what many see as a questionable use of public money.
The contract under scrutiny
According to the information that has come to light, the payment included €2,100 for creating social media content and four train tickets. Renfe has previously declined to detail specific payments to creators, citing confidentiality. However, the figure has peine the debate over how marketing budgets are managed at public companies.
Modern marketing or waste?
While some defend the need to reach young audiences through influencers, others point out that the same amount could have contributed to upgrading infrastructure such as the Córdoba-Málaga rail line. The comparison is deliberately exaggerated, but it puts the spotlight on spending priorities. The figure that raises eyebrows: €2,100 and four tickets. Enough for a Christmas dance, but also enough to ask whether everyone's money is being well spent.
A Christmas video set to «El burrito sabanero» starring TikToker Carmen la Marchosa became the centrepiece of Renfe's campaign in December 2024. Spain's state-owned rail operator hired the content creator for €2,100 gross and four return tickets between Alicante and Madrid. The video went viral, but not exactly for its quality: criticism poured in over what many see as a questionable use of public money.
The contract under scrutiny
According to the information that has come to light, the payment included €2,100 for creating social media content and four train tickets. Renfe has previously declined to detail specific payments to creators, citing confidentiality. However, the figure has peine the debate over how marketing budgets are managed at public companies.
Modern marketing or waste?
While some defend the need to reach young audiences through influencers, others point out that the same amount could have contributed to upgrading infrastructure such as the Córdoba-Málaga rail line. The comparison is deliberately exaggerated, but it puts the spotlight on spending priorities. The figure that raises eyebrows: €2,100 and four tickets. Enough for a Christmas dance, but also enough to ask whether everyone's money is being well spent.
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Summary of a discussion on Burbuja.info - Foro de economía, actualidad y política., translated from Spanish and reviewed before publication. Read the full discussion (23 replies).
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