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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com A STRONG SHIFT TOWARD INTEGRATION
At the same time, social plays a key role in all of Orcí.
“We are seeing a strong shift to social-specific campaigns,” says Marina
Filippelli, the COO and Director of Client Services at the Los Angeles-
based agency Orcí.
“There are very few campaigns that we work on these days that don’t
include a significant social component across channels,” Filippelli says.
“In the last couple of years, we have had several clients come to us
asking for the best way to reach the Hispanic market, and in many cases
social has been the driving force behind our strategies. Social media
today has broad reach, great targeting tools, and also allows us to cost-
effectively apply a test and learn approach, gaining valuable insights for
our clients.
At Orci, Filippelli and her team are big proponents of an active community management approach. As
such, she says, “We have seen important gains in engagement rates and creating a supportive
community online that helps increase our visibility through high share rates and an increase in quality
engagements.”
In partnership with client Dole Packaged Foods, Orcí created a “wonderfully engaged community” of
Latina moms interacting with engaging creative that highlights heritage recipes and other culturally
relevant content. “This active community has helped in multiple ways, including better relevance in
Facebook and Instagram, as well as an increase organic reach that comes from sharing.
But, new research studies suggest that marketing to Gen Z via social media may not be effective, given
their lack of use of Facebook. What does this mean for Hispanic marketing and multicultural
communication?
“Gen-Z definitely has a lower use of Facebook, but they are still using multiple platforms, including
Instagram and Snapchat,” Filippelli says. “Like any newer generation, they will change the way things
work to fit their needs, and as marketers we will need to adapt to their user habits. Given that Gen-Z is
the most diverse generation yet, multicultural communication strategies will drive all strategies. One
trend that indicates this is the rise of social shopping among younger millennials and Gen Z, particularly
on Instagram.
DIFFERENT STORIES FOR DIFFERENT PEOPLE
Are regional campaigns more prevalent in 2019?
“We are still seeing a mix of strategies geographically speaking,” Filippelli says. “Some of our clients have
very specific needs in a handful markets, and others need a strong presence nationally. We also ‘heavy
up’ in micro-markets as needed, based on specific targets or communication strategies that need more
support in certain localized areas. This can be an important part of the strategy when working with
influencers in specific markets or supporting experiential and live events.”