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2017 Hispanic Social Marketing Report
this trend. Understanding the nature of the on-the-go Hispanic beyond media allocations, our communications approach provides ‘snackable’ messaging and content designed specifically to pique the interest of the audience. Mobile truly drives performance with the largest reach, impressions, and click-through rates [CTRs] vs. desktop.”
HMO ● AGENCIES
‘AN INTEGRAL PART OF TWO-WAY COMMUNICATION’
Social marketing has emerged in recent years as an integral part of a brand’s agency of record.
In the U.S. Hispanic market, this is no different.
At Campbell Ewald, an entire “cross-disciplinary” agency offering both full-service advertising and public relations capabilities aimed at U.S. Hispanic consumers was created expressly to handle the growing need to bring social marketing to CMOs and brand managers charged with overseeing Latino initiatives.
The August 2016 birth of New York-based sociedAD saw the appointment of Jorge Moya as Chief Creative Officer, following a stint as Commonground/MGS’s Chief Creative Officer.
Campbell Ewald Social Media Strategist Giovanni Escalera, who joined the shop eight months ahead of sociedAD’s rollout, is also a Commonground/MGS alum. He says the process of launching sociedAD started at the end of 2015, with a creative/execution/strategy approach to social marketing.
Escalera says, “We believe social media is an integral part of the two-way communication between audiences. It just made sense.”
In fact, it is his view that social media “is a very effective tool for our brands to be relevant,” as it gives the brand a relevant voice.
Escalera also believes that social marketing is the best way for a brand to tackle the question of what language should be used to speak to them. He explains, “We know that it’s not just the language that is translated when a brand wants to speak to the consumer in Spanish, instead of English. This requires an understanding of the Hispanic consumer’s feelings toward the brand, and social media can do this in a down-to-earth and talkative way.”
For Escalera, this brings authenticity, and increases the impact a brand can have when building a relationship with the Hispanic online consumer.