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2017 Hispanic Social Marketing Report
At Entravision, Liberman is pleased with the company’s development of social media sites and the content it produces.
“Over the last 12 months, there has been a 30% increase in the content we produce,” he says. “We are really excited about that.”
Entravision made a major push into exclusive social-first content in November 2016, as the first digitally distributed content created and distributed by Chanclazo Studios through its partnership with Entravision became available for online consumers.
The animated video content is housed exclusively on the mobile app for one of Entravision’s most popular syndicated radio brands, the afternoon drive Erazno y La Chokolata program.
The first release was the 30-second “El Garaje De Erazno” (Erazno’s Garage). “We’ve been launching an episode a day (since Oct. 16),” Liberman says.
Based on the volume of people accessing the videos, Entravision decided “very quickly” to put the Garaje videos on Facebook.
The second release from Chanclazo, set for April, will feature two other characters on
Erazno y La Chokolata.
A Hotel Chain Sees Latino Social Success
Entravision’s beginnings were as a TV company. Radio assets were added in the early 2000s. With the 2014 acquisition of Pulpo, Liberman has been tasked with assembling these Latino-focused verticals.
“Right now, the only growth segment is the Latino community, and we are committed to serve the community from a news and entertainment standpoint and connect advertisers through that,” Liberman says.
“We have an aggressive plan with a more omnichannel presentation to agencies,” he adds. In one example, local health care option L.A. Care – part of the Affordable Care Act – approached Entravision needing an overall plan for reaching Latinos in Southern California.
The result: A highly developed radio/TV/direct mail campaign with multiple components helped in bringing a substantial increase in sign-ups and new members during the enrollment period.
“It’s just a glimpse of what we are trying to do from an omnichannel approach,” Liberman says. “It gives us a great platform to serve our community and our clients.”
A Pulpo case study involving a leading hotel chain illustrates how it sought to build awareness with online Hispanics – along with bookings. “They had a challenging Cost