In today’s article of our CONTENT MARKETING series presented by Skyword, we examine how three major companies, two major CPG’s (P&G and Clorox) and one Beverage Company (Tampico) target the Hispanic demographic via Content Marketing activities. In all cases the content marketing effort in owned media properties (websites and social media) is complemented with paid, mostly but not only, digital media advertising. In addition, these marketers put a lot of emphasis in having multiple touch points with the consumer (e.g. desktop, mobile, social media and in-store).
1. P&G´s Orgullosa Programm
Late in 2012 P&G announced a marketing investment in non-traditional media. As John Sandoval Senior Multicultural Marketing Manager at Procter&Gamble told Portada at the time: “We are starting to significantly invest in non-traditional media to respond to “ethnic consumer media usage trends when and where they are receptive.”
The cornerstone of P&G’s content marketing initiative is the Orgullosa program. Orgullosa targets bicultural Hispanic woman between their early twenties and their late forties. John Sandoval, heads the Orgullosa initiative and leads Procter & Gamble’s Multicultural Center of Expertise.
In addition to the website, other Orgullosa digital properties include Facebook (www.facebook.com/Orgullosa), Twitter (www.Twitter.com/Orgullosa), and YouTube (www.YouTube.com/MiOrgullosa). These are all engagement points that surround Orgullosa’s different activities, such as the Board of Faldas announcements, and the P&G Orgullosa “Skirts Only” Fashion Show which celebrated” mujeres con la falda bien puesta.”
“This is something that was developed from the ground up with specific consumer insights about the bicultural spectrum and targeting the Bicultural Latina,” says Sandoval. “Right now the language used to connect with the bicultural Latina is Spanish. There will be an English-Spanish toggle. Even if we are targeting the bicultural Latina, even if she can speak English, we know that we want to provide her with the relevant topics interest areas in Spanish. We use language as a tactic, not a strategy.”
How it is produced…
P&G also draws from the expertise of copy writers across agencies to develop content. Agencies include Fleishman Hillard (PR), Citizen Relations (PR), Starcom (Media) and Dieste (Creative). Most importantly, a substantial part of the content is produced by the community itself (posts, polls) and a blogger network as well as the Orgullosa Board. Board of Faldas, or Board of Skirts, members provide content ideas. Board of Faldas members includes lifestyle expert Evette Rios; international motivational speaker, Maria Marin; and entrepreneur and chocolatier, Maribel Lieberman. Belinda C. Voice, Editor and P&G Community Manager coordinates contributions. Social media is also pushed via a partnership and integration with the Despierta America show (Univision).
As Sandoval puts it, “Orgullosa is about authentic content and authentic conversations. It is integrated and seamless.” The mostly digital content marketing driven orgullosa platform has also a real life extension through the “Entre nosotras” parties where P&G Hispanic women consumer gather to party.
…and promoted via paid media
In addition to owned and earned media , Orgullosa is also promoted through media buys. “We are investing more in digital including mobile for both Hispanic and General Market as we continue to follow the media habits of the consumer. By brand, the role of digital in the marketing mix varies, but we are continuously seeking the best ways to interact with consumers in social media, online, in-store and across touch points,” Sandoval notes. Orgullosa has also been promoted via ads in Top-Spanish-language magazine buys.
2. Clorox’s Always on Principle
In an earnings call two weeks ago Benno Dorer, Clorox’s EVP and COO of Cleaning, International & Corporate Strategy, said that a key principle enabling the company’s success is the “Always on Principle” which is applied through digital technology.
According to Dorer, “wherever the consumer is on her shopping path, we are going to be there with dedicated engagement managers.” “So if she’s looking for Disinfecting Wipes, so searching Disinfecting Wipes on babycenter.com, we have an opportunity to deliver a custom ad. If she’s on Facebook chatting with friends or being exposed to a product on Facebook, we are there with her. We can send her, through Amazon.com, to buy our products. If she’s on a retailer app like Safeway, we can engage with her. Even in-store, we will engage with her. We are Always On. We’re always there with her. ”
Another insight that Dorer talked about is consumer fragmentation and how it applies to target the Hispanic demographic. “The world is getting more fragmented. So we’ve added Hispanic, and now we’re also adding millennials, ” he said. Last year Clorox announced a Spanish-language marketing platform targeting Hispanics called Clorox Fragancia. to promote the following three product lines: Floors – (Multipurpose Cleaner), Toilets & Bathrooms (Liquid Rim hanger), Aircare: Aerosols (Air fresheners).Dorer, Dorer cited the Fraganzia program as an effort that is expanding.
Dorer added that technology helps him reach the desired demographic: “With help from our partners at Google and together with our customer target, we designed a program that allows us to target consumers who live within 5 mile’s radius of a Hispanic-designated target store. And then if you live there, if you’re Hispanic and if you engage in content either on your favorite website or on a mobile app, we can send you an online coupon. So that’s geo-targeting and an example of our capabilities as they evolve with digital technology.”
3. Tampico’s Brand Engagement programm
According to Marta Gerdes, VP of Marketing at Tampico Beverages, the “objective of the #Act-on-Impulse campaign is to continue Brand Engagement efforts with the Young Adult consumers.
According to Gerdes, the “brand’s relevance is increased through multiple digital touch-points and key field marketing events that are relevant and “irresistible” to young adult consumers.
“We support the content marketing strategy with art cards that visually support the content, as well as we visually brand our Facebook wall.” , Gerdes says.
Tampico also activated an offline and online national paid media campaign over the last Summer until the end of September. POS (Point of Sales) media were also bought “to maximize synergies as the impulsive acts are extended to many of the field marketing activities implemented throughout our core markets,” Gerdes notes.
This series of articles about “Content Marketing” is brought to you by Skyword. Skyword provides a wide range of services so that companies may connect with their audiences and generate a higher degree of engagement via top-quality contents for online search and social networking, currently the two main sources for content consumption.
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