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2017 Hispanic Social Marketing Report
Wallin says, “It’s a two-way street, and we are bringing guidance for those who live a certain lifestyle. With that, we generate a lot of goodwill, and we take that and create some subtle branded content.”
As HipLatina’s two top leaders, Cavalli and Wallin share the belief that the best approach revolves around one key goal – to drive its partners with a little savvier behind its brand story. The added value, they say, is “added value that looks like editorial but is
Cavalli looks at the Hispanic social marketing landscape, and scratches her head when discussing two areas that appears to be ripe for the taking—the beverage and alcohol segments.
“We can’t figure out why in the beverage and alcohol categories one brand hasn’t done a big social media activation to
Latinos,” she says.
truly product engagement.”
One message is integrated across the platform, and supplemented with website sponsorships.
Then, HipLatina will spread the social marketing across the Latino community through selected social media platforms that make the most sense for the brand effort.
Filling Holes, Overcoming Stereotypes
At Hispanicize 2016, an activation transpired that saw a sommelier and an award-winning wine writer bring wine education to those in attendance. “It was about bringing those along on the wine journey via acculturation, rather than a direct pitch,” Cavalli recalls.
WHO CARES ABOUT IMPRESSIONS. LET’S TALK ABOUT ENGAGEMENT.
— Clay Wallin, HipLatina
Then, there are the category-specific misunderstandings, she adds.
“In the beverage and alcohol category there is understanding that Latinos are all about beer and tequila, but it’s not true,” Cavalli says.
Wallin correctly asserts that, for Latinos, wine is a food.