Cadillac, Grupo Éxito, Nubank, Rappi-Khiron and more brands targeting the Latin American consumer right now.
Nubank, the Brazilian financial institution and largest Fintech in Latin America, will be launching in Colombia. This is the second international expansion of the São Paulo, Brazil headquartered bank, after Mexico. Nubank strategy is to targeting underserved yet tech-savvy populations has supported its rapid growth. Only 45% of Colombians aged 15 years or older have a bank account, but internet penetration at the end of 2017 stood at over 63%, setting up a sizable opportunity for digital banks.
Pamela Arteaga, Global Marketing Manager Cadillac at General Motors, tells Portada that Cadillac’s marketing in the Mexican market is pivoting towards digital marketing. The trend that was well on the way even before the COVID-19 pandemic, particularly when it comes to reach out to the luxury consumer with high propensity targeting tools which provide details of how likely people are to buy a Cadillac. “There has been an overall move to digital, retargeting, social, search and influencers, both in the U.S. and Mexico,” Arteaga tells Portada. Arteaga manages 9 international markets for Cadillac, including China, Canada, Middle East region, Mexico, Russia, Korea, Japan, Europe and Israel. (Watch out for our forthcoming interview with Pamela Arteaga).
Latin American E-commerce juggernaut Mercado Libre has rebranded its advertising unit from Mercado Libre Publicidad to Mercado Ads. Juan Lavista, director Marketing and Insights at Mercado Ads, says that the changed name is a result of the company listening to its partners. “We listened our clients in order to reinvent ourselves as an advertising vehicle by using a simple and intuitive brand name.”
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Colombia e-retailer Grupo Éxito announced the launch and immediate availability of Éxito Media powered by dunhumby data data science, offering brands and advertisers a unique combination of multi-channel media, based on data and insights from the Grupo Éxito ecosystem. The retail media platform will activate over 10 million Éxito shoppers with relevant and personalized communications based on their buying behavior along the entire customer journey, from browsing to purchase. “For Grupo Éxito, the power of data to engage with our clients and always put them first is clear. We are very excited to implement this new retail media platform for brands and their agencies, and thus help them achieve greater consistency between their business objectives and their marketing and media strategies and campaigns, in a ‘Customer First’ model,” said Camilo Reina, vice president of marketing at Grupo Éxito. Grupo Éxito customers will benefit by receiving valuable offers and information on their favorite products or other products likely of interest, related to their purchasing habits, by visiting Grupo Éxito sites, on their social networks, search engines, or in Grupo Éxito stores.
- Europa +
Europa+ (Europa Más) announced the launch of their new subscription streaming video service that will bring Latin American and Caribbean audiences the latest and most popular television programming from the UK, Germany, France, Italy, and other European countries. Europa+ is designed to attract the growing audience of European Nationals (Ex-pats), Latin Americans of European descent and the large community of those passionate about European culture who live and work in the region. The company selected Streann Media to provide the award-winning platform that securely delivers leading-edge OTT-TV streaming services rivalling Netflix and Disney+. OTT services in Latin America are a crowded field with the recent launch of ESPN+ and others being planned, including HBO Max, for 2021.
Khiron – Rappi
Khiron Life Sciences Corp., a vertically integrated cannabis leader with core operations in Latin America and Europe, announced that it has entered into an exclusive distribution agreement with Rappi, the leading Latin American last-mile multi-vertical platform that is backed with a US $1 billion investment from Softbank Group Corp., and Softbank Vision Fund. The Expansive agreement starts with a 6-month exclusive distribution between Rappi and Khiron to introduce and distribute the company’s CPG product portfolio across Latin America through the Rappi platform. With the potential for future expansion, the partnership allows Khiron to introduce its CBD product lines in every country where Rappi has an established presence, leveraging a rapidly growing trend toward online sales and last-mile delivery. The agreement is expected to reduce overall product launch and, logistics costs, increasing availability and exposure to millions of consumers, and improving margins for both parties. Rappi is the largest home multi-Vertical app in Latin America and operates in Brazil, Colombia, Mexico, Argentina, Chile, Costa Rica, Uruguay, Ecuador and Peru, which together represent a population of over 600 million people. Rappi’s multi-vertical app provides digital banking and payment services, in addition to everything from food to pharmaceutical products, consumer packaged goods and courier services, with an average of more than 10 million active users monthly, according to research firm Apptopia.