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2017 Hispanic Social Marketing Report
At sociedAD, two accounts have taken active approach to Hispanic social marketing initiatives: The Siempre Leche effort tied to America’s Milk Companies, and HBO Latino. They could be any different from one another.
“HBO Latino is a little easier,” Escalera admits. “People recognize TV shows, for example Game of Thrones.”
Will Hispanics watch Game of Thrones in English or Spanish? For Escalera, that’s not a question social marketers should be asking. That’s because Latino social media users freely go back and forth between Spanish and English, so engaging with them in both languages is the key for HBO Latino.
For a social media effort that spoke specifically to the U.S. Hispanic, sociedAD developed digital tarot cards tied to Game of Thrones distributed via Facebook.
“This was the first time that HBO Latino deviated from a general-market campaign,” Escalera says. The goal was to bring more viewers to the network.
“This was developed with the plan to use social media to show that there was content in Spanish, thus increasing viewership and bringing Latinos to HBO Latino,” he notes.
The result was “amazing engagement” – a KPI that satisfied agency and client.
At the same time, Escalera liked the fact the project – and social marketing – provides an opportunity for the U.S. Hispanic marketer for “testing and learning.”
This resulted in a lesson in how the platforms for the most effective social media, and social marketing, continue to evolve.
“We were betting a lot on Facebook, but Instagram is growing a lot, with content offering a lot of behind-the-scenes pics and Instagram stories,” Escalera says.
Meanwhile, for the Siempre Leche efforts, “The target changed so much from HBO Latino.”
For the milk promotion, influencers such as Chef Lala were used to develop and lead a conversation about protein and the health benefits milk consumption brings. Recipes that included milk were included, and Cuban-American Olympian Danell Leyva was recruited as a celebrity promoter of milk. The target for the effort: Young Hispanic moms.
“This was a perfect example of authenticity, and creating a conversation,” Escalera notes. “Nothing was staged.”
It also spoke as a good example of how social media is not another avenue for the same creative given to broadcast or pay-TV.
“Some brands make the mistake that it is the same creative, or they resort to the ‘click here’ or pop-up ad,” Escalera says. “Social media is like your house party, and you