In LATAM a combination between TV and social media is definetily the key.
You can be aggresive and even get a top figure in the media to promote your bussines.

Identify what is the key population target for product, once you have done that you can find a top figure that is loved among your target population.
Start doing campaings with that figure, a combination of social media and TV campaing will definetily be a a good one.
I would start first with the TV presence (which is the more expensive) and then continue with social media.