Online video is clearly a growing category in Hispanic online advertising (e.g. see how P&G is working with Yahoo! to promote its brands through the De Moda site).

This week the news is that Kmart just launched its first brand-produced U.S. Hispanic video series distributed through YouTube. These are the first Kmart branded video series entirely in Spanish  for online distribution through YouTube and designed specifically for U.S. Latina moms.

 Some data about the online video campaign:

Name of client: Kmart.

Period of campaign: August 4, September 4th

Scope of campaign: National.

– Online or offline media advertising complement:. No specific online advertising will be used in this campaign either.

 – Specifics: The videos are personal, emotional, insightful and accurately reflect the lives of real Latina moms raising their children in the United States. All the videos produced by Kmart are housed in a dynamic YouTube channel:  .Madres y Comadres is an eight-part original Spanish-language miniseries focused on Hispanic mothers and the unique challenges they face raising a family in America while also remaining true to their Hispanic identity. The channel also features 12 real mom segments with interviews from real Latina moms raising children in the U.S.

 Holistic Approach: The fully customized YouTube channel includes content and robust functionality such as data capture, Facebook and Twitter social plug-ins and sharing features, and shopable video. While YouTube will serve as the host channel for all video content, the holistic approach will include a dedicated Twitter account @MadresyComadres and Facebook media, consistent with the multiple platforms where Hispanic usage is outpacing other audience segments.

 Production: The Madres y Comadres Kmart branded online video series distributed via YouTube was produced by the Meredith Corporation and their Meredith Video Studios arm.  Writer and director, Alberto Ferreras, best known for his long-running “Habla” documentary series on HBO Latino, was tapped to direct the production of the innovative and evocative video campaign celebrating U.S. Latina moms in their daily work of love raising their children in this country while remaining true to their Latino heritage.

“Google is excited about being the supporting platform for the first
brand-produced U.S. Hispanic series distributed through YouTube,” said Mark Lopez, head of U.S. Hispanic at Google. “The content is highly relevant linguistically and culturally, and caters to U.S. Latina needs and interests.   We’re finding that most brands that engage the U.S. Hispanic market on a sustained basis are able to achieve brand development and sales growth by successfully establishing a deeper link with their consumer audience.”


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