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2017 Hispanic Social Marketing Report
Similarly, she says, food bloggers are creating storytelling opportunities by pairing their personal love for a brand with authentic and personal marketing efforts.
This has resulted in marketers looking more at specific deliverables, taking a similar approach to what traditional advertising would bring.
Clavijo-Kish’s point: Social marketing efforts must have a good story, but such efforts also have to deliver on results.
One online community Clavijo-Kish is particularly proud of is Hispanic Kitchen, which Jolly spearheads. “We are now investing in a platform, as this successfully went from Facebook alone to its own website,” Clavijo-Kish notes.
Hispanic Kitchen’s content is all in English. The same can be said of Los Tweens and Teens. Yet, Clavijo-Kish advocates for a mix of English and Spanish, as some products – and blogs – are fully bilingual.
“We still recommend that the program as much as possible be bilingual,” she says.
Another reason she offers the recommendation is that the blogger universe, in particular in the U.S. Hispanic market, continues to expand.
“We now see bloggers focused
on couponing,” Clavijo-Kish says.
“We have finance bloggers, and
some have 35,000 followers on Facebook.”
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.
— Cristy Clavijo-Kish
What makes the Latino-targeted blogger and online social community unique?
“The community is smaller, and with a buying perspective that is more traditional,” she says. “We embrace products that are passed on to us, like Philadelphia Cream Cheese because that’s all I think my grandfather ever had. This plays into the idea of culturally building trust.”
Insurance brand Prudential seeks to emulate this approach to building brand affinity among Latinos. They are the returning Presenting Sponsor of Hispanicize 2017.
Clavijo-Kish says, “What I love about them from a financial services perspective is that they have invested in and created a Hispanicize event, and then went on tour and inspire women as the head of household to put their financial future first. Taking care of the family goes beyond cooking them dinner every night, and learning about financial planning and security.”
With the help of blogueros and influencers, the opportunities brands have for sticking