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2017 Hispanic Social Marketing Report
For Clavijo-Kish, fashion and lifestyle arena has been upended by bloggers and influencers. She sees it across even the traditional media her twin 15-year-old daughters consume.
“I was kind of floored,” she says. “My girls like to receive Style Watch magazine, from People, and I was surprised to look through the magazine and see the number of fashion and beauty influencers that just started on social media and are now being quoted for content in the magazine.”
In her eyes, this is part of the evolution of where brand marketing is going – with bloggers, plus video influencers, gaining a greater foothold as sources and content creators. Getting viral buzz can also bring a new media sensation to “traditional media,” such as radio. This is the case with Los Pichy Boys, whose videos on YouTube led to endorsements and, in 2008, their first shot at radio stardom, thanks their presence in morning drive on WXDJ-FM “El Zol” in Miami. More recently, Los Pichy Boys returned to radio as the latest morning host at Univision Radio’s WRTO-FM “Mix 98.3” in Miami. “While only in Miami now, it is a national opportunity,” says Clavijo-Kish.
And, she expects other social media stars to follow in the path of Los Pichy Boys. In her view, it’s only natural.
“These influencers are going to Red Carpet events, covering Nuestra Belleza Latina,” she says. “Brands are capitalizing, and working with those influencers.”
Still, the question some may still ask is if the role of “influencer” is an extension of PR and a way to increase brand exposure, or if it is truly another way to increase ROI?
Clavijo-Kish believes the influencers of today accomplish both. “We are at a crossroads,” she notes.
She points to the PRWeek Awards as emblematic of the changes taking place. “It’s interesting to me that a number of new awards were given out – best programs, best analytics, best digital content.”
Taking the honors for best analytics is a KOA Campground activation that dealt exclusively with influencers.
Meanwhile, Clavijo-Kish points to a partnership Los Tweens & Teens enjoys with Ford Motor Company on teen safety driving, designed for parents. “It gives an authentic voice to a brand that one may have an affinity with.”
In the case of Neutrogena, which C-Com Group works with in the social media space, Clavijo-Kish is the perfect brand ambassador to spread her love and use of the brand’s products via social marketing.
She says, “I personally love Neutrogena. If you look in my bathroom it is stocked with that product because I have a genuine interest in that brand.”