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2019 HISPANIC SOCIAL MARKETING REPORT
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Data on the use of “constant” social media usage, by ethnic group, is perhaps the most on-point to López Negrete’s efforts to build social budgets.
López Negrete says, “General market social activities covering Latinos is one of the big problems out there. We have to do a better job of educating the power of this media, and how important this media is.”
Success in social was seen with one particular López Negrete Communications client, Community Coffee.
Up against some big brands with a national footprint, LNC started negotiating social as part of its media buys.
Alex López Negrete says, “When we did media, we immediately started with social, with radio and with influencers that were part of the buy. All
influencers hit at the same time. And, a lot of remotes at retail were done on Facebook Live – driving traffic. It worked ... and it keeps working!”
That’s perhaps one of his strongest case studies in why social needs to be “baked in” to a media plan, and not used as a reinforcement.
“Both agencies and clients have to have an appetite for getting it under their nails,” he says. “Given the use index, there has to be a constant flow of content that has to be super fresh. That content has to be really rich and really deep for it to work, and for it dominate – because that’s really what you want to do for a brand ... If you have a consumer thinking this is for them, in their backyard, as opposed to national faceless thing, you win.”
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“Truly active” brands in the López Negrete stable include Bank of America, United Airlines, Phillips 66, regional school Lone Star College, and recent client win Riviana Foods, parent of Mahatma and Carolina rice brands.