Page 16 - HSMR2017-2

2017 Hispanic Social Marketing Report
That’s where the early work with Time Warner Cable came in handy. A case study highlighting those efforts helped Castells & Asociados nab Hispanic market social media accounts for both McDonald’s and Toyota.
Of course, each brand handles its social media differently, based on the product and differing approach taken to engage with Latino consumers via social media.
“If we are promoting [the] McCafe [coffee brand for McDonald’s], we are doing a McCafe social hour with mobile-delivered coupons and social-delivered, creating buzz,” she explains.
With Toyota, the key goal of its social media efforts is to drive Hispanic traffic to its website and to dealers.
Right now, a big social media promotion has tied Toyota with 21-year-old regional Mexican recording artist Luis Coronel, a sensation with millennial Latinos across the U.S. In case you’ve never heard of the Tucson native, he’s touring this summer with Prince
Royce.
“He’s a big influencer for the millennial target, and with the Prius target, in particular,” Castells-Heard says.
This resulted in the 2016 effort that saw Coronelshowoff“MiVidaHybrid”–a social media campaign that talked of his “hybrid bicultural life,” while tying that in to the hybrid Prius.
The campaign included Facebook, Instagram,Twitter,Snapchat,Vimeo and his own digital social platforms.
“Making the campaign unique and identifying where to find the target within the Hispanic market ... that’s critical,”
Castells-Heard says. “We’ve explored how to meaningfully get into that conversation they’re having, and find influencers within that specific category – and every single category is going to be different. What passion and what element of your overall brand strategy and goals you can tie in to those passions or that story you are going to create in those environments. You have to go to the target and become part of the conversation there.”
That’s why the agency’s efforts for Farmer John, a ubiquitous deli meat and hot dog brand found in California, Arizona and Hawaii, required a whole different set of trendy food influencers. “It’s different than talking about cars or tying in to music, which has a whole different spin.”
Where Language Knows No Limits
WE’VE EXPLORED HOW TO MEANINGFULLY GET INTO THAT CONVERSATIONTHEY’REHAVING, AND FIND INFLUENCERS WITHIN THAT SPECIFIC CATEGORY – AND EVERY SINGLE CATEGORY IS GOING TO BE DIFFERENT.
— Liz Castells-Heard