In May 2010, General Mills and Media 8 redesigned and re-launched QueRicaVida.com, the marquee online destination for General Mills’ 360 Hispanic relationship marketing platform “Que Rica Vida”. The full redesign includes a new content structure incorporating 3rd party content from General Mills' partners Dra. Aliza and BabyCenter, plus enhanced navigation, more recipe content and new member benefits for registered users. To promote the re-launch, Media 8 executed a digitally-centric campaign creating buzz, increasing awareness and driving new registrations.
The campaign incorporated a variety of display advertising, email marketing, mail-in sampling and search marketing – all done so in conjunction with Television appearances on Univision’s Despierta America morning show. To mark the site’s launch, General Mills executed a press event with hundreds of journalists and Latina Bloggers from across the country to partake in a celebration and first-hand exposure to the newly launched Que Rica Vida platform, including guest celebrities such as Adamari Lopez and Karla Martinez.
The results – a tremendous surge for Que Rica Vida and its brands in the Hispanic Blogosphere and press, hundreds of thousands of unique visitors and new registered members driven to the site and overall increased awareness for Que Rica Vida and its 13 brands.