Page 11 - HSMR2017-2

2017 Hispanic Social Marketing Report
Social Media has become so powerful, it is now a tool for research, Constanza adds.
“It allows for the opportunity to gather behavioral insights not captured by questionnaires or surveys,” she says. “Many brands, including our own, see social media as a tool in obtaining marketplace insights by analyzing interests and community interactions. At our agency, we had used insights gathered from social media to refine the communications and creative approach to ensure that our brands remain truly relevant within the community.”
Constanza has many successful case studies she could share. But, one in particular comes to mind. It involved the use of social media to drive video views, Facebook likes and sharing for the Tajín brand.
“We developed an English-targeted video specifically for social media around the consumption of fruits and vegetables,” Constanza says. “We specifically designed the content and length for the social media consumer in order to capture the attention of today’s elusive audience. Due to this strategy, the video achieved over 2 million views on Facebook in less than a week.”
On this specific example, d’expósito used a combination of paid and earned media.
In addition to the video campaign, Constanza and her team used a series of social media tactics that included a variety of contests implemented via Facebook, Instagram and Twitter.
“The most-successful #SummerwithTajin recipe contest encouraged users to compete by creating the best recipe using Tajín,” she says. “We incorporated a number of Hispanic bloggers to develop recipes and share them through their own Social Media channels and blogs to extend the social conversation and reach.”
The agency also launched the first Hispanic social media community for ConAgra on Facebook and Twitter, designed for the Hispanic recipe hub Listo Y Servido (LYS).
“Through this SM community, we provided Hispanic users with quick and easy dinner ideas to solve the weeknight dinner dilemma, while successfully increasing use and sales of ConAgra products,” Constanza notes. “We deepened the emotional connection with LYS subscribers by generating video driven content that was culturally relevant, positioning LYS as the go-to Hispanic digital recipe hub.”
As Latinos tend to over-index on mobile, what is Constanza and the d’expósito team doing to engage brands seeking on-the-go users who are Hispanic?
“Smartphone penetration has shifted the way Hispanics consume digital media, especially social media,” she says. “Conversely, our digital/SM placements also follow