Page 41 - HSMR2017-2

2017 Hispanic Social Marketing Report
Per Acquisition (CPA) goal and short, two-month campaign, which meant that there was little time to drive good performance,” Pulpo noted in its review of the campaign.
“The campaign budget was $52,000, and the metric chosen to measure campaign success was an aggressive CPA of $15,” Pulpo notes.
Given the goals and traits of the Hispanic traveler and their use of hotels, Pulpo recommended four key strategies:
• Premium sites and custom channels, that saw Pulpo create a custom channel to reach the client’s target audience contextually, including Travel, Luxury, News, Lifestyle and Business channels.
• An acculturation model was created. As the client’s target was High Acculturated Hispanics, Pulpo relied on its first-party traveler intender data and its segmentation capabilities to deliver the client’s message to the right people, through the right channels.
• Travel origins and destinations for the targeted audience was gathered through a proprietary tool that looked into practical and relevant insights
• Ongoing optimization during the run of the campaign, responding quickly and adapting to client needs.
The results: CPA was well-below the original goal, with an average 75% below objective cost on average. CTR was also above average at 0.13%, with a peak at 0.15% for a custom channel devoted to Central America, created through Pulpo’s insights into Latino travelers.
The campaign was, importantly, a success in communicating different messages to U.S. Hispanic and Latin American travelers, in both Spanish and English, against both segments. This enhanced engagement and ROI, satisfying the needs of the hotelier.
Rios believes this effort is emblematic of what Pulpo has to offer.
“It is about staying disciplined and staying true to who we are,” he says. “We serve the Hispanic community – regardless of language.”
HMO ● KEY PLATFORMS
THE DIGIAL GIANT WITH A MULTICULTURAL PULL
When it comes to digital dollars, Facebook – along with Google and its YouTube platform – dominate. This is no different in the U.S. Hispanic market. Thanks to its reach and scalability, Facebook’s connection points with online U.S. Hispanics are ubiquitous.
In fact, it may be impossible to conduct a successful Hispanic social marketing campaign without Facebook, if engagement and “going viral” are key goals.