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AI in digital marketing is one of the most important technological developments in decades. However, to use digital channels for customer engagement doesn’t mean sacrificing human connection over AI, customer engagement experts at Moxtra note. Find out how AI can automate routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

 

The rise of artificial intelligence is one of the most important technological developments in decades, and it’s a key driver in what many are calling the fourth industrial revolution. But not all consumers are convinced. Skepticism remains widespread, especially in the case of brands which rely too much on things like chatbots and autoresponders. For businesses, this means it’s more important than ever to humanize technology by using solutions like AI and chatbots to complement human roles, rather than replace them.

Human connection has never been more important, especially given the dramatic increase in remote work and digital business. More than ever, customer engagement is being automated to the extent that connection lacks the human touch needed to drive persistent relationships. But using AI in digital marketing channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite. Digital channels also present new ways for brands to deliver a high-touch customer experience, especially in the digital era of online business and remote work.

Using digital channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite.

AI in Digital Marketing: Driving persistent relationships with remote connections

In high-touch customer service, there’s a constant need for human interactivity to build trust and deliver the level of support clients expect. This is especially important in areas like wealth management, real estate, and legal. Clients in these sectors expect brands to be consistently present. That means opening a digital branch is essential for combining the convenience of readily accessible private digital channels with the human experience of interactive relationships.

That’s simply not possible if a digital branch is viewed solely as a high-tech solution. High-tech services, by contrast, include things like AI-powered chatbots. These might provide solutions to common problems and answers to everyday questions, and they undeniably play an important role in any self-service portal. However, clients also need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Clients need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Despite the fact that AI is often seen as the dehumanization of client-to-business relationships, it can itself have quite the opposite effect. The economic case for chatbots, for example, is clear. Even the biggest companies simply don’t have the human resources to stay connected to their clientele around the clock. In many businesses, sales and support teams already spend their entire workdays managing client engagement. However, many routine operations are easily repeatable. AI in digital marketing can automate those routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

Human Connections

How to Use AI in Digital Marketing: Delivering personalized and interactive customer experiences

Establishing the optimal blend of AI- and human-powered digital connections lets businesses deliver a personalized and responsive service. With a branded OneStop Portal, firms can take advantage of a complete and integrated suite of communication and collaboration tools, which employees and clients alike can access from any internet-connected device. Also, since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights. In that respect, far from replacing humans, AI augments their capabilities by helping them automate routine operations and make sense of client interactions at massive scale. Armed with these insights, businesses can continuously improve their offer and better manage persistent relationships across the board.

Since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights.

Final Words

It’s essential that brands, particularly those in high-touch industries like professional services, understand the difference between the roles of digital, AI in digital marketing and human digital experiences. Both can work together to achieve extraordinary results at virtually any scale. Marketing Technology can make customer experiences more human by giving people tools that enhance their capabilities and allow them to focus on what they do best – building real relationships, being empathetic, and making sense of complicated situations. And there’s no better way to do that than through a OneStop Digital Branch that’s readily available to its clients.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

 

Check out other articles written by Moxtra for this thought leadership article series on Marketing Innovation:

Digital Customer Experience, Marketers Play a Key Role in Unifying Goals

Adapting Your Brand to a Digital World

How Customer Convenience Builds Brand Loyalty in Today’s Digital Age

 

Creating a convenient experience for customers cultivates brand loyalty. In today’s digital age, convenience is more accessible than ever before.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

For clients to remain loyal, businesses must adopt a client experience that achieves convenience. In order to live up to instantaneous expectations, consistent dedication to the client, their experience, and a heavy emphasis on customer convenience are required when establishing and nurturing loyalty.

For any small business owner, CEO, or customer experience leader, knowing the right strategies and staying away from the common missteps can make all the difference.

Being Responsive is Key 

Customer convenience and loyalty, in most instances, are dependent on each other. Generating customer loyalty is all about offering a convenient experience that provides clients with the needs and services they are looking for from your business. Consumers today are highly connected, and they forge an emotional connection with the brands they choose to do business with. This means that optimizing your customer experience and customer journey is key to ensure your client base does not leave for your competitors.

It begins with meeting your clients where they are. Be responsive. Take a look at the market, get to know the pain points, and provide a direct solution to your target audience’s needs.

Digital Technology Drives The Consumer Experience

Business owners today simply cannot expect to generate engagement, build a following, and create loyalty without undergoing digital transformation. Consumers remain ever-connected and ever-dedicated to mobile technology, and that idea shows itself in a number of different ways.

Look at a company like Uber – they were able to help propel the rideshare movement into a multi-billion dollar industry simply by improving the ordinary taxi experience through the use of digital technology in one actionable application. Users can download the app, scan their location, and instantly hire a driver to come pick them up in minutes. They can even pay directly through the app, add a tip, and enjoy the rest of their day all in a single, easy to use mobile application. Similarly, drivers have their compensation deposited right into an account from the app, without having to ask for payment or hang onto cash.

This convenient experience is what makes customers keep coming back – this convenient experience fosters loyalty. At the end of the day, it’s no different than an average taxi ride, but added customer convenience is what helps to generate loyalty to that brand – and Uber has an immensely loyal user base. Customer Convenience

Adopt a Strategic Digital Solution

The most optimal strategy for fostering reliable customer loyalty is to offer clients a complete and comprehensive OneStop digital experience. Consumers demand convenience because their entire digital and mobile experience is based around instant access. When a brand doesn’t offer that, or deviates from that path – even slightly – they’ll pass on it and move to the next brand that does offer them the service of customer convenience.

The best way for businesses to meet consumers where they are is to pivot their attention to the digital realm. Embrace the OneStop strategy and determine a solution to offer the level of convenience that consumers demand in all aspects of their mobile-based, digitally-driven lives.

Think about it – how much easier would it be for you if you could control every aspect of your customer journey in one single platform? Having an app, accessible from both mobile and web, is a digital solution for completing high-touch business processes. A OneStop digital experience is what consumers expect in today’s environment.

By deploying a web or mobile app on a platform that is built to scale, businesses can future-proof their service offerings by meeting and exceeding customer expectations. Moxtra powers OneStop Customer Collaboration Portals for businesses, delivering

just-in-time service with an all-in-one suite of interactive features for securely completing business wherever, whenever, in today’s digital age.

Each Moxtra-powered private digital channel acts as a fluid extension of your business, either as a standalone website or mobile app under your brand. Deliver continuous communication to your clients, while maintaining persistent human relationships to your customers with a digitally resilient strategy.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

A brand is an emotional concept. A name or symbol can evoke images, ideas, feelings, lifestyles, and aspirations. Businesses work hard to cultivate and develop their brand identity – they use their brand to say this is who we are, this is what we do, and this is what we can accomplish together.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

No matter how many moving parts there are within an organization, a brand influences how a company is perceived, making it crucial to constantly look for ways to improve that perception.

For client-focused businesses, brand loyalty represents a relationship between a client and an organization. This relationship is built on a client’s trust in a brand to be reliable, communicative, and effective. If a business can maintain a brand identity that aligns with a client’s ideas, the relationship is positive and generates revenue.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs. Clients who choose first-class service providers are paying more for an experience that promises to do more – they are paying for a brand that caters to them personally.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs.

Digital means allow people to connect with those they love most, keep a record of their conversations, store their photo albums and have the ability to capture memories. Their e-mails, banks, and even wallets have all been transforming digitally. People can digitally map where they are going, order transportation, board a plane, or call for help. Digital devices are so personally tied to each person, that to even unlock them can take a fingerprint or facial identification. For a client, mobile phones and digital portals can get them almost anything they need. With these consumer expectations, businesses need to adopt a digital strategy to provide the most convenient service delivery to their clients.

Brand Identity

While many businesses have seen the value in employing a digital presence, developing a business app is complicated. As Moxtra’s Head of Marketing, Leena Iyar explains that without a set template for a functional mobile and web app, the process of developing a digitally resilient brand is daunting.

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

The Moxtra platform enables organizations to power OneStop digital business destinations to engage and collaborate with their clients anywhere, anytime.

By analyzing the business-client relationship, as well as digital expectations, Moxtra has classified a successful mobile strategy as one that…

…is under the organization’s unique brand

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

…is a OneStop virtual business destination

In order to establish trust within a digital platform, a OneStop virtual workspace should be secure and controlled for managing internal teams along with external relationships in order to process high-value transactions, with a paper trail and the ability to review and sign timely documents and other collaborative interactions.

…offers just-in-time service delivery to clients

While maintaining the convenience of digital accessibility with clients, businesses should deploy an app that provides just-in-time service delivery, allowing for timely customer experiences without exhausting resources.

Exceptional service means meeting every client where they are when they want. A business-client relationship starts with a brand’s perceived promises to a client. A client remains loyal to a brand that delivers on its promises. In order to stay competitive in today’s digital age, high-touch service providers need to evolve with their client expectations to provide the most convenient customer experience over digital.

A OneStop digital strategy evokes a brand that is personal, relevant, and resilient. Get in touch today to get started with an app for your business.

Written by Moxtra

Dating App Marketing: According to the first quarter 2021 financial report of the Match Group, the world’s biggest dating services provider, growth in North America average subscribers was primarily driven by dating services Tinder, Hinge, BLK, PlentyOfFish, and Chispa. Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match, leads brand marketing for several brands including Chispa, the dating app for Hispanics in the U.S. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited subscriber growth.

Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match

In her position Estacolchic leads a team of 12 executives involved with online, offline, and brand marketing and ensuring a deep understanding of  audience and users, the role of culture in their lives, and what the audience looks for when it comes to romantic and social relationships.

During the first quarter of 2021 marketing  expenses, which include online and off-line advertising, at Match Group amounted to  US $179.5 million. In the Q1 2021 quarter, the Match Group reported a number of paid member count of over 10.9 million subscribers. Chispa, specifically,  announced that it achieved a total of 4 million downloads. Estacolchic also shares with Portada that daily users increased by 28% (q1 2020 vs q1 2021), subscribers by 25% and paid members by 68%. In addition, the total number of downloads grew by 85% between the first quarter of 2020 and the first quarter of  2021. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited high growth rates.

Dating App Marketing: How Does Chispa’s Marketing Strategy Differ from Match’s overall Marketing Strategy?

Estacolchic emphasizes that Chispa is a community-focused app and that acquisition strategies are designed to attract the U.S. Latino market based on their specific media consumption habits, messaging, and creative nuances that appeal to their unique needs. “While we conduct tests and leverage/apply the learnings across all our brands, each brand implements and optimizes its strategy based on individual goals and performance. As we build our brands, each focuses on different messaging pillars and we establish different brand promises based on relevance.”

Evolving Cross-Channel Execution

According to Estacolchic, the market has quickly evolved in the last few years, offering many more options to intercept audiences and connect with them.  Almost nowhere is this truer than in dating app marketing. “This diversification of channels allows us to tailor and hyper-segment our messaging and targeting options to capture different tribes. This has forced us to quickly adapt our cross-channel strategies, learn and leverage these new touch-points and exciting creative formats depending on what works for each community. We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each. In our case, we try to quickly test each new social or content space and media opportunity, while we learn the best practices for each to maximize impact across the funnel.”

 We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each.

TikTok Activation

As an example of channel diversification, Estacolchic mentions TikTok: “TikTok is a great example, where we started activating the channel for brand awareness and content engagement, and quickly discovered those same brand-building assets were driving direct conversion/lower funnel impact.”

Dating App Marketing: The Role of Consumer Reviews

In the digital direct-to-consumer economy, online consumer reviews play a very important role. This is  obviously also the case for dating app marketing.  “We constantly monitor user reviews and they play a key role in helping us improve our product and enhance the user experience and communication efforts. Our Marketing, Care and Product teams are deeply involved in analyzing reviews to address key issues and determine the best plan of action based on general trends we notice. We also use this channel to connect with our Success Couples, which we feature on our social pages and advertising across channels”, Estacolchic notes.

Offline Marketing and its Attribution

Chispa has activated “everything offline, from TV, Radio, OOH, Live and Virtual Events, PR, and Promotions,” says Estacolchic. “Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs: those who searched for the app on the app store directly. We are able to look at results very granularly by specific market, point in time, and target segment to do channel attribution.”

Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs (those who searched for the app on the app store directly).

Upcoming Initiatives: Podcasts and New Bicultural Hispanics Campaign

Chispa’s dating app marketing evergreen initiatives include performance, social, and influencer marketing.  “Additionally, we are always planning for new and exciting promotions where our users can win unique experiences that always connect back to their culture. In addition, we will be testing more around podcasts, creating original and interactive content for social platforms, activating new brand partnerships, expanding our community involvement and support efforts, and launching a new brand campaign especially created for the bicultural US Latino audience by our agency partners.”

Estacolchic also notes that they recently launched a partnership with the Tragos Party Game, an initiative that includes a new product feature supported by a 360˚ marketing activation and we will continue to activate tactics to support that.

Investing in media partners who have a strong community  orientation is paramount to Chispa, according to Estacolchic: ” Being a Latino-focused product and brand, all of Chispa’s campaigns have been and are with media partners that are either fully dedicated to the community and have a specific arm that’s for US Latinos, regardless of their language of preference or the language of the content the media outlet offers.”

 

 

Constellation Brands, the largest beer import company in the U.S., is working on consumer deep dives beyond the 5 top Hispanic markets. The company is pushing for a much wider market representation to obtain a more complete picture about the Hispanic population in the U.S.

 

 

Constellation Brands Marketing
Amy D’Souza, Media Director, Constellation Brands

“We’re working now on doing consumer deep dives with Hispanic consumers in a broader number of markets to better understand the challenges they are facing in everyday life, general outlook on the future based on the impact of Covid and the role they see our brands playing in their lives”, Amy D’Souza, Media Director, Constellation Brands and Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands tell Portada.

“In the past we would have used our top 3 – 5 Hispanic markets as representation of the total U.S. Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population.”

 Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population. 

Constellation Brands is the largest beer import company in the U.S. measured by sales and has the third-largest market share (10.9%), based on shipment volume of all major beer suppliers, according to BeerInsights.com. Constellation’s beer portfolio includes imported brands such as Modelo Especial, Negra Modelo and Pacífico. In the fiscal year ending on February 29,2020, Constellation Brands reported advertising/marketing investment of US $769.5 million. For fiscal 2021, the Constellation Brands Marketing team expects marketing as a percent of net sales to be in the 9% to 9.5% range. Per the most recent financial report, both Corona and Modelo continue to grow market share.

Constellation Brands Marketing
Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands

Constellation Brands Marketing: Consumer Centric Portrait

The new consumer deep dive initiative will also cover Spanish dominant, English dominant and Bicultural Hispanic consumers “so we can break out the differences based on acculturation.  This will provide us a consumer-centric portrait of how Hispanics are experiencing life in the U.S. today given all the social unrest and impact that Covid has had on their lives,” DSouza and Ramos claim.

According to both D’Souza and Ramos, who are members of the Portada network of brand marketers, the new Constellation Brands marketing team effort will help ensure that Constellation Brands speaks authentically and engages “consumers in ways that represent them whether that’s through advertising, what we support in the community and promotions we put together.  This will also help us evolve our CSR efforts with brands like Corona and Modelo that can positively impact Hispanic communities.”

For an analysis of another major brewer’s major Hispanic marketing initiative, check out A Deep Dive into Miller Lite’s Hispanic Give Back 12 – Pack Initiative.

Hispanics are a key target consumer base for Miller Lite’s Marketing Strategy as Hispanic beer drinkers spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data. Portada interviewed Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, to understand all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. According to Pastiak, the initiative also provides a sneak peek of what’s to come for Miller Lite’s marketing.

 

Based in  Chicago, Catherine Pastiak is an Associate Marketing Manager on the Miller Lite brand team for Molson Coors. Pastiak handles creative and strategy and focuses on driving growth with the U.S. Latino consumer. Not only do Hispanics spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data, they also over-index in premium lights, which account for 28% of the beer volume Latinos purchase. An overarching theme in Pastiak’s job is to develop inclusive programming for Miller Lite campaigns. “Any new campaign needs to be relevant to the 21-34 year old Latino drinker,” Pastiak notes. As an example of a Miller Lite Hispanic integrated marketing, Pastiak explained the recent Miller Lite Give Back 12-Pack marketing initiative. According to Pastiak, this initiative also provides a sneak peek of how Miller Lite’s marketing and advertising will look like in the future. 

Miller Lite Marketing Strategy: The Give Back 12-Pack Initiative

Miller Lite Marketing
Miller Lite Give Back 12-Pack

To help bring relief to the Latino community during the past holidays, Pastiak helped launch the Miller Lite Give Back 12-Pack initiative which included the below three components.

  • From December 15 to December 31, 2021 beer drinkers who were 21+ could visit MillerLite.com/GiveBack12Pack for a chance to win their very own Give Back 12-Pack. Participants filled out a registration form at the site which included the opportunity to opt-in to receive future communications from Miller Lite. A total 2,000 Give Back 12-Pack gifts were awarded.
  •  Miller Lite also donated an additional US $50,000 to UnidosUS, the United States’s largest Latino nonprofit advocacy organization, to ensure Latino communities across the country have access to food and local resources for the holidays.

 Integrated Campaign

The integrated campaign to support the Give Back 12-Pack gifts had the following components:

  • Earned media through PR
  • Influencer Marketing
  • Targeted Email Marketing
  • Paid Social
  • In-store (Distributors provided tools for retailers nationwide)

Miller Lite Marketing Partners

Miller Lite needed to make sure that communication and advertising to the Latino consumer was efficient and engaging. This included PR materials (provided by Miller Lite partner IFC Next), creative (through DDB owned multicultural creative agency Alma) and media buying through Publicis Connect  Media Agency. The sweepstakes execution, including fulfillment,  was handled by Prizelogic.

Influencer Marketing

Catherine Pastiak, Associate Marketing Manager – Miller Lite

To bring awareness about the program,  Miller Lite conducted a media relations campaign and partnered with notable Latino influencers to spread the word.

According to Pastiak, influencer marketing was a very important piece of the program. 

We love programs that have that community support element, build relationships with influencers and engage with the community.

“It was an opportunity to show that Miller Lite is going to continue to support the Latino community. That is why we love programs that have that community support element, build relationships with influencers and engage with the community,” Pastiak adds.

Six Influencers

For this important component of Miller Lite marketing, the company  partnered with six Hispanic influencers who each created unique content on Instagram and YouTube.

The influencers Miller Lite partnered with for the campaign included: 

    • Julio Macias: A Mexican–American actor. He appears on Netflix’s On My Block and Selena: The Series.  
    • Lupillo Rivera – An internationally renowned Regional Mexican musician. 
    • Julissa Calderon:  An Afro-Latina actress, writer, and comedy producer/director. She was recently seen on Gentefied. 
    • Darlene Demorizi – An online/TV personality and writer. She’s been a host on Vice and has a segment on Fuse called “Like, Share, Dímelo with Sasha & Dee.”
    • Gadiel Del Orbe – Influencer and speaker known for his work on BuzzFeed’s Pero Like
    • Eli Vazquez – Filmmaker, producer on BuzzFeed’s Pero Like and founder of  #SelfHype+Hype Media House.

All Influencers were bilingual and posted in whatever language they found it more interesting to communicate.

The influencer program was managed by ICF Next. All Influencers were bilingual and posted in whatever language they found it more interesting to communicate. They were  provided a creative brief and the right legal language. If the social media platform allowed for it they always linked to the landing page.

  • Each influencer highlighted how Miller Lite brought some relief to U.S. Latinos over the holidays by giving away $50,000 worth of food and beer and US $50,000 to UnidosUS. 
  • They showcased how, with the Give Back 12-Pack, beer drinkers could create a “Nochebuena meal” and pair it with Miller Lite. They also directed their followers to MillerLite.com/GiveBack12Pack to enter for a chance to win one of 2,000 gifts of $25.
    See below examples for messaging by influencer Lupillo Rivera.
  • Instagram
  • YouTube
  • Facebook

Miller Lite Marketing: Paid Social

Separate of the influencer campaign, Miller Lite Marketing run advertisements across Facebook, Instagram and Twitter highlighting the program run.  Creative was developed by Alma and media was planned and bought by Pubiicis’ Connect Media.  Creative distributed through Facebook and Instagram was either in English or Spanish. For the Twitter promotion English was used. Videos were animated in all cases and included a splash in the first 3 seconds.

The Results

  • For the Miller Lite Give Back 12-Pack program, the brand saw above benchmark engagement on paid social content across both English and Spanish.
  • Thanks to a targeted, bilingual approach, the Give Back 12-Pack email campaign saw the brand’s second highest open and click rates of the year. 
  • Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 
  • Through the influencer focus, Miller Lite was able to begin forging relationships with some of the most popular Latino voices across the entertainment industry. 
  • Increase in Miller Lite opt-in email database

    Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 

For an example of a heavily Hispanic oriented community program, please check out How Envoy Mortgage does community engagement that impacts people lives. 

 

The Post Covid Consumer Journey and e-commerce growth keeps more than 50% of the brand marketers in the Portada network up at night, according to a real-time poll conducted during our recent Portada Live exclusive brand decision maker workshop. The need for Brand Marketing Solutions is shaping of our upcoming Portada Live, September 22 exclusive brand decision maker workshop.

 

More than 150 brand marketing decision makers in the Portada network shared which marketing challenge keeps them up at night at our March 24 Portada Live event.

Through a real-time poll, participants were asked which one of the below topics keeps them up at night:
– My Boss (CEO/C-Level Buy-In)
– Customer Personalization at Scale
– I need more First-Party Data!
– The post Covid-19 Customer Journey
– E-Commerce Growth
– Other

Need for Brand Marketing Solutions

 

More than a third of respondents (36.1%) noted that  “the post Covid-19 Customer Journey” is a key challenge for them, while 16.7% chose “E-Commerce Growth.” Therefore,  more than half of the responses are related to the increased digitization of the consumer purchase journey and experience brought on by COVID-19 and the imperative for all brands, including CPGs and other sectors that traditionally used brick and mortar sales channels, to increase e-commerce growth.

Need for Brand Marketing Solutions

The need for new brand marketing solutions related to the increased digitization of the customer experience was also a key insight in the recent Portada survey about Marketing Technology Investment Needs of Brand Marketers. Per the recently published survey,  the share of brands who will prioritize MarTech investments related to the Customer Experience  over the next 18 months grew by more than 150% compared to our 2020 survey. (DOWNLOAD the 20 page survey here.)

How the customer journey will evolve post Covid-19 and the related need for increased e-commerce revenues are key challenges for brand marketers in the Portada network. 

The need for first party data keeps 13.9% of brand marketers up at night. The demand for more first party data has two key drivers. First CPG’s are increasingly compelled to find direct relationship with customers as they set up D2C sites. Second, new privacy laws and Google’s phasing out of third party cookies, make it imperative for corporations to find new ways to establish direct connections with consumers.

CEO/C-level buy in, likely related to the need of multicultural brand marketers to get segment marketing buy- in a the C-level of Corporate America, keeps 11.1% of the marketers in the Portada network up at night. Finally, Customer Personalization at Scale, obtained a share of 8.3%.

 

Portada LiveThe need for Brand Marketing Solutions for the above cited challenges will be   shaping the content for our September 22, 2021  Portada Live exclusive Brand Decision Maker Workshop.  Marketing Service Suppliers will share and accelerate knowledge on key topics related to the above cited challenges. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Enzo Araujo at Enzo@portada-online.com.

 

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company tells Portada how the beverage giant is pivoting to a more direct-to-consumer oriented strategy through owned media platforms, digital retail partnerships and more…

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, is an Ecuadorean executive, who recently took over the reigns of Latin American marketing at Coca Cola out of Atlanta, Georgia, although, as he says, “he lives on the plane.” 

These are times of change,  also for the Coca Cola Company as the company recently announced a reorganization in nine operating units, Latin America being one of them, in order to streamline the organization and better enable the Coca-Cola system to pursue its “Beverages for Life” strategy. These newly created operating units focus on regional and local execution that will work closely with five marketing category leadership teams that span the globe to rapidly scale ideas. According to Meza, this is  a new way of working “with more emphasis on global coordination.”

Coca-Cola Marketing in Latin America: Direct-to-Consumer

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company
Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company

Direct-to-consumer relationships have become crucial for The Coca-Cola Company in order to ensure its brands are “within a click’s reach of desire” as online shopping continues to surge due to COVID-19. “We are  doing a lot in that realm,” Meza notes.  “Covid-19  has accelerated our conviction in direct-to-consumer investments,”  he adds. As one example, he mentions CocaCola en tu Hogar, a direct-to-consumer platform that lets consumers order beverages and groceries for home delivery available in Mexico, Chile, Colombia, Central America and other parts of Spanish-speaking Latin America.  A launch of the platform in the Brazilian market is also planned.

Covid-19  has accelerated our conviction in direct-to-consumer investments.

Another element of Coca Cola’s e-commerce strategy is Wabi, in the words of James Quincey, Chairman & Chief Executive Officer of The Coca Cola Company, “a  multi-platform venture available in 23 cities across five continentsthat connects Coca Cola’s system and other consumer-products companies to store owners and end consumers through an ecosystem of digital apps.”

The Coca-Cola Company is also partnering with multi-vertical company Rappi as well as with other Latin American e-commerce players like native third party marketplaces Amazon and Mercado Libre as well as working with brick and mortar retailers who have a substantial e-commerce presence.

Coca Cola is pivoting its marketing and advertising from a more traditional approach to one that incorporates e-commerce marketing elements. “We are shifting toward a more performance/transaction oriented marketing approach with click to purchase as a key objective,” Meza notes.

Social Selling and Expansion in Owned Media

Overall, the number of CPG and beverage companies, selling directly on Instagram and other social media properties has increased substantially over the last year. According to Meza, Instagram selling is particularly interesting when it comes to offering new products and product innovations. “Generally, Instagram can help to drive awareness and click-trough rates tend to be higher for innovative products,” he claims.

The increase in Direct-to-consumer efforts and the need to acquire first-party data is also guiding The Coca-Cola Company’s expansion into owned and operated media platforms.  “The need to obtain more first party data is definitely one key aspects of our marketing going forward. Our answer to that is to create our owned media platforms like  Coke Studio globally and “Coca Cola en tu Hogar” in Latin America.  This priority is also guiding Coca-Cola’s Marketing Technologies investments. “Owned media platforms will help us achieve scale and more efficiency,” Meza says. “Owned Media Platforms and Customer development platforms (CDPs) will help us capture, maintain and leverage data”, he concludes.

 

Read about Coca Cola Latin America’s recent advertising campaign  in today’s Sales Leads Latam.

 

Music and Multicultural Marketing play an important role in Cadillac’s marketing,  Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac. tells Portada. The automotive marketer  tells us all about how she uses music to tell the brand’s story. Plus the Hispanic media outlets she supports and why.

In 2017 Cadillac received a  US $12 billion product-investment pledge to reinvigorate the brand and in early 2019 the General Motors brand named Debora Wahl as Cadillac’s global chief marketing officer. In 2019 Cadillac sales increased 1,1 % to 156,246 unit. The results represent the first annual increase in sales volume that the luxury brand has experienced in the American market since 2013. Music Marketing and Multicultural Marketing play an important role in Cadillac marketing overall and growth. That is why we

Advertising in 2021
Alexis Kerr, Cadillac

interviewed Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac.  “Music continues to be at the foundation of our efforts,” Kerr asserts. As an example she mentions the Cadillac LYRIC,  an electric crossover to be produced by Cadillac which will be available for purchase in the first half of 2022. According to Kerr, “with the introduction of LYRIC, we have appreciated how the world has embraced Cadillac by mentioning it in over 3,600 songs. Music is also something that crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.”

Music crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.

Portada LiveCadillac’s Alexis Kerr will be participating in Portada Live on March 24, our exclusive knowledge-sharing and networking event for brand marketers. She will be speaking along with other brand leaders on the topic of “Targeting Multicultural Consumers at Scale”.

 

Cadillac Marketing: Heavily Leaning into the Hispanic Community

Asked about which activations Cadillac is planning in 2021 in the multicultural space, Kerr answers that  “In 2021, we are leaning in heavily into the Hispanic community. We are fully engaging and focusing on properties we currently support. Hispanicize is a great example of a partnership that offers an activation as well as media buying opportunities. A few other media partners that we support that have our audience are Telemundo, Estrella, Unimas, Hulu Latina, Univision, Xandr Direct TV. We buy Hispanic Addressable TV to ensure a 1:1 at scale approach. Overall, we have an audience-first approach, we ensure that we leverage media companies that are Hispanic-owned.”

We buy Hispanic Addressable TV to ensure a 1:1 at scale approach.

Cadillac MarketingBrands are under increasing pressure  to invest in media properties that support truth-based journalism and diverse communities.  So is Cadillac’s Marketing. Yet, these media properties may not have enough reach to justify a media spend in ROI terms. What is Kerr’s view on this? “We have found creative ways to nurture our Multicultural media partners to ensure they serve us in various different ways vs just ROI.  Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”

We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. 

 

E-Commerce is skyrocketing in Latin America as the current pandemic  has accelerated digital transformation. This makes the benefits to be reaped from e-commerce investments and e-commerce marketing extremely tantalizing to corporations active in Latin America. To understand why and how the pandemic has catapulted e-commerce in the region, Portada talked to four Latin American brand marketers from Best Buy, Nestlé, Colgate Palmolive, and New York Life who will be participating at our May 19,  Portada Live Americas virtual event.

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The current pandemic has accelerated the adoption of e-commerce in Latin America, although in many sectors and countries, the development is still in the early innings. Penetration of e-commerce in Latin America lies at  5% of retail sales, about a quarter of China’s and a third of the U.S.’s. This makes the benefits to be reaped from e-commerce investments and successful e-commerce marketing very attractive to corporations active in Latin America. Actionable insights and intelligence on E-Commerce in Latin America and E-Commerce Marketing and Advertising will play a key role at our upcoming Portada Live Latin America November 19 virtual event. We talked to four Latin American brand marketers of the consumer electronics, CPG and financial sectors who will be participating in this virtual event, to learn how the pandemic has catapulted e-commerce in the region and what’s next.

Latin America E-Commerce: Jose Camargo, Best Buy Mexico
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico

To José Camargo Samperio, Ecommerce SubDirector, at Best Buy Mexico, the Covid-19 pandemic has substantially changed consumer behavior. Traffic on Best Buy Mexico’s website increased by 50% as consumption of consoles, musical instruments and even domestic articles multiplied by four. Consumers opted for more entertainment alternatives due to the increase of time they spend at home.

E-Commerce purchases of consoles, musical instruments and even domestic articles multiplied by four.

Latin America E-Commerce Growth Propelled by Increase of Visits in Retail Sites

ComScore reports that during the time period January – May 2020 time spent by consumers on retail sites increased by 38.7% in Argentina and 18.8% in Mexico compared to the same period in 2019. Home Furnishings, Apparel y Flowers/Gifts/Greetings were the retail categories that most grew in Argentina and Brazil. While for Mexico the categories with most growth were in Health Care, Department Stores and Food/Supermarket/Grocery.

According to Best Buy’s Camargo, as many businesses and companies have had to limit the amount of employees they have working in their office, home office and telecommuting became the norm. Thus the availability of smartphones and computers became something indispensable to have to accomplish work objectives. We have seen that servicing clients in everything related to the home office, has brought in sales as a result.” Camargo adds that “customer needs have changed almost totally: health and well-being are the main factors to take into account when it comes to offer a service.”

Latin America E-Commerce: German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico
German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico

German Villegas, Digital & E-Commerce Manager at Colgate Palmolive in Mexico notes that the main lesson of the pandemic has been to not to leave the implementation of platforms and of strategies around high growth (social) media properties until later. Additionally, he adds that the current environment has confirmed that in e-commerce there is no space for rigidity; flexibility and nimbleness are always required.

Villegas commends the rapid reaction of Mexican brick and mortar retailers by adopting and increasing Latin America e-commerce initiatives. “They also have quickly adopted  delivery and pick-up. This has also substantially improved the effectiveness of omnichannel marketing as well as the ability of brand marketers to execute segmented campaigns.”

The Link between Social Media and E-Commerce

According to Best Buy Mexico’s Camargo, the pandemic has also increased the importance of social media platforms. “Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships through which consumers can in a very direct way issue opinions and reviews about their consumer experiences and distribute them to millions of consumers.” “Therefore its crucial for brands to get a clear understanding of where they are in the open internet and on social media.”

Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships.
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life

To Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life, what his company does in social is targeted to the primary point in the digital journey of his company’s prospects. “We have granulated and segmented our content in such a way that the lead ends up filling up an online form. The number of completions has increased by 43% since the pandemic started. This is due to a substantial increase in content marketing which is optimized via social listening tools. In other words we ask what do you need, rather than talk about what we offer.” Fuchs Torrescano also stresses that the pandemic has put forward the “need for top notch sites with relevant content and that are adaptable to all target market segments. It’s crucial to obtain high conversion rates.”

 

Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,
Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,

To Carlos Leal, Marketing Director, Ambient Dairy at Nestlé, based in Bogota (Colombia) the best strategy to convert social media users into Latin America e-commerce buyers is to generate “content that is part of the trend.” He adds that “Its not so much about having a link to the purchase site, but about making your offering a routine that is part of the daily live of the consumer. Good content marketing and word of mouth have played a very important role in generating trends. With that base, Influencers then can bring about a behavioral change in the end audiences.”

 

LatAm E-Commerce: Third Party Marketplaces Grow

Latin American third party marketplaces (e.g. Mercado Libre, Amazon), have played an important role in the survival of small and midsized online vendors, says Best Buy’s Camargo says that his company also helped these vendors to provide an excellent customer experience which was reflected in positive consumer reviews.

Nestlé’s Leal stresses the role of deep-linking: “Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces. “They can be a credible reference that generates traffic and it is likely that this traffic ends up with a purchase, generating not only a lead but a sales conversion”, Leal concludes.

Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces.

 

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Brand Consistency is how the personality of a brand resonates the core strategy, values, and foundation of the organization in its marketing touchpoint efforts. So, developing a Brand Consistency ensures that your customers perceive an accurate image of your organization. 

It is vital for your business to have the essence of brand consistency because it induces many positive attributes to your brand which includes Trust, Customer Loyalty, and Distinctiveness. It is best to leave no stones unturned in your efforts to reach out to the customers – be it on your content writing, push notifications, or email marketing.

The following are some ways on how to achieve brand consistency across all your marketing platforms:

1. Defining Brand Strategy

The first approach towards your Brand Consistency goal should be to understand and write down the values which your company holds and the values that you want to showcase to your customers. For instance, creating a Brand Guide is one of things you need to do to make your brand identity more consistent. This Brand Guide should include defined sections related to your Brand Mission, Voice and tone, Iconography, Brand colors, Fonts, and typography, etc.

Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

Outlining and defining such strategies would not only guide the marketing department but would also serve to guide all the other employees. Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

2. Using a Proper Logo

A brand logo that is unique and distinctive catches the eye of the customer. So, the color, shape, and font play a key role in resonating with the personality of your brand. The best part is, you can create your own customized logo online within a few minutes these days. You don’t even need any graphics design experience if you use advanced logo maker tools like Tailor Brands. These tools use new-age technologies like artificial intelligence to automate the design process and generate attractive logos in a short period. You can use these tools to strengthen your Brand consistency with proper logos.

3. Internal Branding

Your internal team should feel inclusive and proud to use your brand as a badge on their chest. It is imperative to have employees participate in the brand value to resonate with such value to the customers. You can internally discuss and agree on defining the Brand’s mission.

It is imperative to have employees participate in the brand value.

Putting out posters in the workplace would not do a complete job. You need to create deep value in your employees by involving marketing leaders or human resources management to get employees involved in corporate culture building programs.

Providing branded goods such as t-shirts, mugs, stationery, business cards to your employees to create loyalty towards the brand is a good way of doing internal branding. Encouraging and empowering the employees to be the brand ambassadors of your brand and sharing the brand on social media is also a way of accomplishing the internal branding efforts.

4. Tone and Persona

When a customer reads the content on your brand’s website or chats through messenger or sees any post on social media, then the personality of your brand should be perceived consistently. If your brand is all about fun and happiness, then the same vibes should resonate from all your platforms, be it your Facebook, LinkedIn, Twitter, or your offline campaigns.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers. If you change the tone of your brand, let’s say from jolly and fun to sarcastic, then you will confuse your customers and lose their trust.

5. Intermixing of Online and Offline branding campaigns

In one market research, it was found that 80 percent of consumers forget the majority of information from branded content after only three days. Therefore, it is all the more important to maximize your branding campaigns by sharing your offline campaigns on social media and vice versa. There might be occasions where your company has participated in a community volunteering activity or received an award or participated in a trade show. Such activities should be shared and promoted online as well through blog posts, video posts, or photos on online social media platforms with a conspicuous display of your brand.

6. Right Marketing Influencers

Your pattern of selecting Marketing Influencers should be consistent since the influencer’s personality is also imbibed in your brand while conducting promotions. The right set of influencers that appeal to your brand’s personality adds the right momentum which your brand advocates. In the pursuit of successful influencer marketing, it is often seen that business owners get dissuaded by the massive fan following of a particular influencer and chooses him for promoting their brand even if the influencer holds divergent views with your brand’s ideology. The said approach should not be practiced as the same might not go well with your brand’s personality.

7. Take Help from Sales Team

The internal sales team has direct interaction with the customers and they have a better insight into the customer’s needs and aspirations. So, it is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not. You might already have a belief that whatever the content marketing team is generating is aiding the conversion rate. However, that might not always be the case. It is always better to review the existing sales playbook and get your content right.

It is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not.

So, these were some of the vital ways to achieve brand consistency on all your platforms. If you believe that your brand is not resonating with the persona which your organization holds, then you should definitely keep the above pointers in mind while improving your brand consistency.

 

What: Who are brands turning to in order to engage today’s evolving Hispanic Marketing audiences? Are Univision and Telemundo still the go-to networks? How are budget allocations shifting as new platforms and media emerge? We talk to industry insiders to find out.
Why It Matters: While digital platforms allow for more effective targeting and messaging, Univision and Telemundo remain referential to Hispanic marketers. Their market share and consumer demographics resources make them pillars of Hispanic communication.

Evolving demographics and new digital platforms and formats are keeping marketers on their toes. But while online video and social media are extremely popular, some things don’t change. Networks Univision and Telemundo continue to wield considerable power in connecting brands with Hispanic audiences.

 

Telemundo, Univision: a source of knowledge about consumer demographics in Hispanic Marketing

Multicultural marketers watch Univision and Telemundo closely. The industry leaders are an example on how to keep up with the increasingly complex Hispanic demographic. In many ways, marketers are comfortable turning to them as safe bets for reaching and truly engaging Hispanic audiences. Chris Ota, Marketing Manager, Confections & Global Foods at Nestlé USA said that their Multicultural COE, led by Margie Bravo, “works very closely with Univision and Telemundo as they bring great resources and knowledge about with consumers demographics.”

Margie Bravo, Multicultural Marketing Manager at Nestlé USA explains how the two powerhouse networks have seen the shifting Hispanic Marketing landscape evolve. “They are adapting the offering for the future as they more than anyone has seen their audience evolve as well.”

Larissa Acosta, Segments Integrated Marketing Lead at Wells Fargo, agrees. “Latinos are an important consumer segment for Wells Fargo, which is why Univision and Telemundo are key partners in our marketing mix. They both target the same audiences with similar programming. We don’t see one network as more effective than the other.”

Too few marketers cater to Spanish-Speaking Hispanics 

Lucia BallasTraynor, Executive Vice President, Client Partnerships at Hemisphere Group, supports both Ota and Acosta’s arguments in favor of Univision and Telemundo’s effectiveness. “Tell me what general market network can claim the type of share that Telemundo and Univision have. That’s what marketers and buyers should focus on,” she says. 

Tell me what general market network can claim the type of share that Telemundo and Univision have? That’s what marketers and buyers should focus on.

She also explains what it means that Univision and Telemundo still hold such a high share of Hispanic audiences. “It means that regardless of acculturation level or language proficiency, Hispanics are still largely underserved by general market choices.”

English or Spanish. What difference does it make?

Regardless of which language Hispanics speak primarily, Spanish plays a key role in their identity. For this reason, “reaching ‘Spanish-language Hispanics’ is still a priority for a select group of marketers, but should be part of every marketer’s strategy,” adds Traynor.

Nonetheless, Morgan admitted that Univision and Telemundo are far more targeted to the bilingual or Spanish-dominant Latino. They “still don’t address the English dominant ones, as the majority of their programming (95%+) is Spanish-language.” As the Hispanic becomes more acculturated and bilingual, Morgan, at least, does not see them switching to English: “Their core business is Spanish-language television, so the story they tell in the marketplace speaks to that.”

New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant. We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.

Acosta of Wells Fargo seconds that sentiment, and adds: “Spanish language television has been delivering big ratings for a while now, so we are not surprised that the trend continues.” She also notes that much of the viewing for these networks is live, as streaming and time-delayed viewing become more common programming formats.

It’s complicated to address the Hispanic audience at the right level of inclusion. Marketers must understand that the Hispanic American today is complex. Bravo of Nestlé says that when Telemundo and Univisión started “[they] had a foreign-born population that didn’t speak English, but today the highest growth is coming from the second-generation of US-born Hispanics who are very proud of where they came from but want to also honor their American heritage.” For this reason, instead of focusing solely on Multicultural or Hispanics, many brands are opting for a Total Market approach.

More Brands Adopting ‘Total Market’ Approach

Nerds candy Hispanic Marketing campaign
Nerds candy Hispanic Marketing campaign

Nestlé is one of them. Their coffee Latino-oriented brands like La Lechera, Nescafé Clásico, and Coffee-mate communicate through both English and Spanish advertising. Bravo adds that “The Spanish creative may be slightly different to acknowledge the nuances of how the brand is viewed or used amongst Latinos.” However, a Total Market approach seems to facilitate more flexibility.

Bravo also mentions that Nestlé has introduced “exotic flavors inspired by Hispanic tastes across several categories,” like confections, frozen snacks, and beverages. For example, take the Nerds candy ¡Lucha Grande! campaign. “For Hispanics some of these flavors may be nostalgic. But for Non-Hispanic Millennials, these flavors may add a cool twist to their favorite Nerds candy,” says Bravo. And the industry recognized this effort, awarding it the National Confectioner Association’s (NCA) “Most Innovative 2017 New Product” award.

Are Facebook and Google alternatives to Univision and Telemundo? 

So what about the alternatives to Univision and Telemundo? Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures, said: “Univision and Telemundo are Spanish-language television networks,” says Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures. “Facebook, Google and now possibly Snap have more influence specific to Latinos, [but] those networks have small digital footprints.”

On the other hand, Acosta noted that new digital platforms do offer opportunities that television does not. “New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant…We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.”

Acosta adds: “Both networks have recognized that media consumption is changing. They’ve set very interesting strategies in play to evolve with the times.” By acquiring properties like Fusion, The Onion, and The Root, Univision’s strategy seems to target not just Hispanic, but Millennial audiences. Telemundo, on the other hand, promotes within NBC’s properties. “They are both important partners, and are among many other Hispanic targeted vehicles that are part of our media mix,” Acosta said.

Multicultural and Hispanic Marketing: different but the same? 

While some people use the words “Multicultural” and “Hispanic” interchangeably, they most certainly do not mean the same thing. Still, many brand marketers do not have budgets for both types of targeting. Are media buyers and brand marketers starting to shift budgets away from Hispanic into broader Multicultural targeting?

Morgan of Latina Media Ventures asserts that he does see them as competing for budgets. “It’s about trying to tap into two buckets of money. Some brands just have one or the other, but it’s smart on their part if they can pull it off, as Multicultural blurs the color or ethnicity line.”

But Morgan does not believe that budgets will shift away from Hispanic to Multicultural. Hispanic “can be as specific as Spanish-language only. This means the exclusion of the fastest growing Hispanic segment, the acculturated Latino.” In his experience, “there are specific Hispanic initiatives and then there are Multicultural ones.”

Will both fuse? Will marketers have to choose?

Acosta of Wells Fargo agrees that both Multicultural and Hispanic marketing are evolving. This progress is thanks to demographic changes “combined with the growing influence of diverse cultures on the mainstream, particularly with younger, digital native generations.” She adds that they work closely with Association of National Advertisers, the Alliance for Inclusive & Multicultural Marketing, and other industry organizations “so that the work is reflective of the growing influence and acceptance of diverse insights in business planning.”

Acosta asserts that, at Wells Fargo, they do not see any demographics or audiences as competing for budget.  Instead, they let “the business opportunity determine our segment strategies and budget allocations.” This means the company allocates budgets in segments that are driving business through studying campaign data and measuring performance. So, in the end, it always boils down to having the right data. It’s important to know your target in order to choose the right approach. 

 

Because of how wildly consumers’ worlds have changed in the last four months (COVID-19 and Black Lives Matter), this means they can engage with brands in endless ways and under their own terms. For marketers, this means coming up with effective strategies that address personalization at scale, new technologies, and omnichannel experience, among others. Learn how Portada Council System‘s leading brand marketers are leveraging opportunities and facing challenges around consumer engagement.

 

Kick-Off Facts

 

  • More than half (54%) of customers think companies need to fundamentally transform how they engage. (Salesforce)
  • Companies with initiatives to improve their customer experience see employee engagement increase by 20% on average. (McKinsey)
  • 61% of people expect brands to tailor experiences based on their preferences. (Think With Google)

Check out the previous Brand Marketer Challenge here: Tech Knowledge in Media Agencies: a Must or a Fad?

 

Three Consumer Engagement Challenges According to Portada Council System Members

1. Problems of Definition: When Does it Really Count as Consumer Engagement?

Related comment: “What is consumer engagement? How is it defined? What does a consumer need to do for that to be considered engagement?”

Depending on the channel, sometimes it’s defined more easily, but it isn’t always easy to measure. It used to be just about exposure, but now the consumer has the power to build a relationship with your brand.

 

2. Trust Goes Both Ways, Can Brands Trust Consumers?

Related comment: “Reviews and comments aren’t accurate anymore because companies pay for reviews, it’s the same trend as fake news.”

People say one thing and then do another. Marketers know that when you do consumer research, respondents say whatever they need to make you happy, to impress others, to go with the flow…

 

3. It’s Impossible to Fully Measure Engagement

Related comment: “How do you tie engagement to other metrics down the consumption funnel? We don’t always know if we’re really changing someone’s behavior when they watch or share. Are they more connected than before?”

Engagement is just part of what we do, but ultimately what we want is people coming to our business. The lack of uniformity of the data we receive is a challenge for personalization.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Portada Council System Members Also Identified Three Consumer Engagement Opportunities

1. Technology Can Help Consumers Relate With Brands

Related comment: “When new formats like live video come out, we tend to wonder if we are ready or how to be. Things like Facebook Live have helped people engage more and more with us, and when people engage, we can retarget. Technology allows you to measure and retarget consumers, as well as track when they make a purchase.”

Some marketers feel like they have to encompass every single touchpoint. Rather, you need to identify the right points for your audience and address those. It comes to affinity and targeting the right media.

2. It’s not All About Sales

Related comment: “Engagement translates into investment, not only economical (which is what we all strive for), but also emotional. Nowadays there isn’t time for anything, people invest time on your brand, which translates into loyalty. Brands today all have the same virtual space; as long as your consumers are engaged, you’re winning.”

Interactions between consumers are almost as valuable as interactions with the brand

3. Perhaps You Should Try Influencer Marketing

Related comment: “Influencers can be a positive strategy, but a lot of brands are not selective enough with influencers. Influencers should align with the brand and have credibility. Consumers are smarter than we think they are, they see right through it. When you have a true ambassador, they’re worth it.”

Influencer marketing is great at a local level because you can target your audience according to specific areas where your product is popular. That’s where you have local influencers that you can maximize by investing in trust rather than in reach.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

We talked to Daniela Zamudio, Marketing and Communications Manager at TIFFANY & Co., about the most relevant strategies for luxury marketing. In this conversation, Zamudio shares strategies to migrate to digital, knowing when’s the right timing for joining social networks and the relevance of personal customer interactions for the brand.

The Right Way to Do Luxury Marketing

luxury marketing expert
Daniela Zamudio, Marketing and Communications Manager, TIFFANY & Co.

During your presentation in AdWeek Mexico, you highlighted many brands make the mistake of working their online and offline marketing strategies separately. How does Tiffany & Co. address this issue, and why do you think they should work together and not as separate divisions?

First thing you have to do is take a look at the media mix so you can define which percentage of the investment to assign each channel. We’re now looking at 60% online and 40% offline. However, our team calls that 40% “integrated partnership”. It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts. I really believe the key is looking at it as 100%, and then plan how to distribute it throughout the different channels.

It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts.

Tiffany & Co is a retail brand, and fashion brands tend to do more PR and ads in print and editorial, etc. These have a definite impact on digital. We see that a lot in my team. I try to communicate a lot with my agencies and have a million meetings so that both teams (offline and offline) understand what each other and doing, and determine how to connect both platforms.

 

 

Current Luxury Marketing Campaign

 What key brand message is your current strategy based on?

The goal today is selling diamonds. You’ll start seeing communication featuring diamonds everywhere, both offline and online. Digital gives us wider access to audiences, while offline helps us strengthen our branding.

Digital gives us wider access to audiences, while offline helps us strengthen our branding.

You also mentioned that many of the brand’s most loyal customers belong to the older generations. Since they’re less digitally connected, they often feel left out. How do you include the older consumer segment?

It’s honestly been a challenge. A niche of our target is still very traditional. So we have kept our ads in printed media such as Hola and Quién. Another part is offering a great in-store experience. In general, luxury brands are still oriented to clients and providing personal assistance. If a customer was here a month and a half, we call them for a follow-up because it’s the most traditional way to do it and it works with certain audiences.

 

Consumer Loyalty

Tiffany & Co marketingHow do you handle loyalty without offering a benefits program?

Our team calls it “personal touches”. This means that if you came into the store and liked something, we’ll call you on the phone. We know when’s your birthday or your anniversary. If you had an important milestone at work, we’ll send you flowers or chocolates. This personalized attention is why the sales person is the key player for luxury brands, even more than the marketing area. I may design a great strategy, but if the salesperson does not connect with the consumer, everything’s lost.

 

The salesperson is the key player for luxury brands, even more than the marketing area.

 

Social Media Selection

How does Tiffany & Co. choose which social media to work with?

You need the perfect timing to be in a platform. We haven’t been on Instagram in a while because its average users don’t have enough purchasing power. TikTok might work for us as a branding strategy, but I’d have to ask myself: What do I want from this strategy? Do I want a 16-year-old to know we exist? That will take a long time to yield results; it’ll take a long time for that kid to start working so he can give his girlfriend a Tiffany ring. So, even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.

Even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.

We may not use TikTok right now because it makes no sense. We’ll see how it evolves, same as we saw Instagram evolve, same as we went into Spotify, same as we saw the audience evolve and adapt to us.

We’ve used a very interesting mix of social media. We’ve been on Spotify, Waze, Instragram, and we recently tried out LinkedIn. It takes a lot of testing. But we did well because LinkedIn was the perfect match for advertising diamonds. I wouldn’t use the same platform for any other collection. I think this is key for strategy, seeing what you can communicate and where.

 

Do you have plans to do e-commerce in Mexico?

Would you buy a diamond online? We have no plans for e-commerce in Mexico. We’ve been doing it for a least 5 years in the U.S., but nothing in sight for Mexico yet.

 

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Hulu has a new president, Bacardi names CMO for Patron and Grey Goose, and more changing places. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

Hulu’s New President

Disney’s Hulu has promoted CMO Kelly Campbell to President. In this role, she will oversee Hulu’s marketing efforts, including subscriber growth, brand, content, B2B marketing, creative development, research, and insights.

 

 

 

 

Bacardi Has Stolen a Diageo Marketer

Bacardi has tapped 12-year Diageo veteran Kathy Parker as CMO for Patron tequila and Grey Goose vodka. Parker will be in charge of global strategy and will report directly to CEO Mahesh Madhavan, though working close to Global CMO John Burke.

 

 

 

And More Changing Places

Pizza brand Marco’s Franchising, LLC. has promoted Vice President and CMO Steve Seyferth to Senior Vice President and Chief Experience Officer. In his new role, Seyferth will handle every step of the consumer journey. He will continue to oversee all marketing activities.

 

 

 

SodaStream USA has announced the arrival of Matt Kahn as its first-ever CMO. His mission will be to turn the company into a “billion-dollar brand” in America alone. He previously filled the role of EVP, Marketing at fitness drinks company Celsius Holdings. PepsiCo is reportedly trying to use the recyclable products trend to expand the brand’s reach throughout the U.S.

 

 

 

Lyle Schwartz, who has worked at GroupM for 37 years, will be leaving the company at the end of the month. Most recently, he filled the role of Chief Integration Officer, GroupM U.S. In that role, he focused on developing advanced cross-channel implementation practices. Schwartz’s work was key to the development of the C3 TV ratings currency in 2007, which measures average rating for commercial time during programs

 

 

Over 4.2 million peanut emojis have been used on Twitter since the emoji’s creation for the Spreading Good Campaign and the National Peanut Board (NPB) has set out to reach 6 million peanut emojis on Twitter by March 31 (National Peanut Month). Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board, tells Portada how he is using emoji marketing.

 

The National Peanut Board (NPB) is giving substance to the peanut emoji by turning digital peanuts into real peanuts. The company will turn Peanut emojis into real peanut butter donations to food banks across the nation. The NPB is not only making a donation based upon all the U.S. peanut emojis used to-date on Twitter. In addition, they’re encouraging consumers to continue to use the peanut emoji on Twitter to fuel even more peanut butter donations to food banks.

 

Emoji Marketing as Amplification Tool

With emojis, we’ve been able to create a simple and straightforward campaign that is very user-friendly. Emojis are a universal language to communicate feelings and emotions. Thus, it makes it easy to engage with a broad range of audiences”, Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board tells Portada.

“For example, the fan base behind popular South Korean K-Pop Band, BTS caught wind of our campaign and it quickly spread across their audience. We saw an increase of peanut emojis used within hours! In less than two weeks, we saw more than a million peanut emojis used on Twitter, surpassing our original goal. With people around the globe Spreading Good, NPB decided to increase the campaign goal. The objective is 6 million emojis on Twitter by March 31 and in return, NPB will donate 17,000 pounds of peanuts and peanut butter to food banks.

In less than two weeks, we saw more than a million peanut emojis used on Twitter.

 

Millennial Target

According to NPB data, about 94% of homes in the U.S. have at least one jar of peanut butter in their pantry. For the Spreading Good campaign, NPB targets millennials, who on average, spend nearly 18 hours a day on different types of media and 71% say they engage with social media daily. With this in mind, NPB honed into the digital space with an emphasis on Facebook, Instagram, Twitter, and LinkedIn.

The Spreading Good campaign is all about shareable content and a sense of unity.

 

Twitter, a Good Vehicle for Emoji Marketing

According to Lepicier, through Twitter the NPB was able to connect to its target audience: Millennials. Millennials have an average attention span of only 12 seconds, making it important to capture their attention quickly. To do so, the NPB thought of a tone for its Twitter page @PeanutsHere that was quick, fun, and a little nutty – just like the platform. “The Spreading Good campaign is all about shareable content and a sense of unity. For these reasons, we felt Twitter was our strongest platform to bring this fun campaign to life”, Lepicier concludes.

 

 

 

Disney VS Netflix, consumers’ thoughts about Amazon, and retail marketing insights. A summary of the most relevant consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.

 

  • There doesn’t seem to be a clear winner in the Disney VS Netflix fight yet. According to a new survey by Piplsay, half of Americans surveyed said Disney Plus is “as good as” Netflix. On the other hand, 28% said it’s not as good, while 23% said they think it is better. In addition, 37% of respondents said Disney Plus is better than Amazon Prime Video and Hulu. Also, about 42% said Disney Plus is as good as Hulu. Finally, 40% said Disney Plus is as good as Prime Video.

 

  • A survey by Convey of 2,000 U.S. consumers indicates a good amount of people don’t really like Amazon but shop there any way to get free shipping. The survey found that 24% of those surveyed had negative views of Amazon’s impact on the retail industry. In a similar way, 27% felt “very or somewhat” negative about the company’s effect on the environment. However, 21% of those respondents who worried about Amazon’s impact on the industry still bought half of their goods on its site. About 24% who thought Amazon’s practices are damaging to the environment also bought half their stuff there. 

 

  • According to the “State of Consumer Behavior Report 2020” from Raydiant, 69% of respondents said a good in-store experience is either important or very important to them. Almost two-thirds (62%) find store associates helpful. More than half (57%) of respondents said they would go to physical locations for exclusive discounts, but 23% said they would care for unique experiences. More than 68% of respondents searched for a better price online after finding a product at a physical store.

 

  • A survey of more than 2,200 U.S. adults from Morning Consult and PRWeek found 41% of Millennials like when brands show their commitment to social causes. However, 39% think companies are trying too hard to make it look like they care. About half (46%) of Baby Boomers and Gen X feel (42%) feel that companies “try too hard”. Finally, 35% of Boomers and 33% of Gen X like brands that “show off their commitment.”

 

  • A new report from agency Boston Digital titled ‘How Brands’ Social Media Impacts Consumers’ that surveyed 554 respondents found brands need to be entertaining online. Two thirds (65%) of consumers say they are more likely to purchase from a company they’ve followed for a month. More than half (54%) are ‘very’ or ‘extremely’ likely to look at a company’s social presence while researching a product. However, more than half (51%) said content needs to be relevant to them.

 

 

At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico. He shares his know-how for driving growth at the consolidated mega-company, their E-Commerce numbers and investment plans, the future of segmentation strategies, and shares the name of online retailers with innovative tools for marketers.


Interview conducted by Alejandra Velazquez

There’s Always Room for Growth 

Nowadays, consumers look for relatable stories, not product descriptions. Keeping this in mind, we asked Germán Villegas how Colgate Palmolive drives growth for such basic necessities like toothpaste and soap. 

Germán Villegas

“We are touching real, daily consumers by leaving aside the old concepts of “perfect smile” with perfect-looking models. At the Portada Brand Star Committee session (one of the three units of the Portada Council System that met in Mexico City during Portada Mexico), we talked about the importance of reaching diverse audiences, cultures, and minorities to make them feel supported and listened. For example, we’re currently running a campaign that no longer talks about 12 hours of protection, fresh breath, or white teeth. It speaks about positivity. In the ad, a plus-sized woman says “when people say my curves are not attractive, I smile”. We want to transcend Coca-Cola-type messages like “you have to be happy”. We’re focusing on giving visibility to the most effaced members of society. That way, we are much more than just toothpaste. We are an optimistic story.”

Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

We’re focusing on giving visibility to the most effaced members of society. That way, we are mucho more than just toothpaste. We are an optimistic story.

“Growth will happen organically and naturally in time. But beyond expecting things to fall into place, we are experimenting with micro trials now that we can. We are developing segmentation strategies with our clients, learning together about the industry’s ROI, and investing micro amounts. That way, we can learn where to invest more precisely. In other words, we pour money into trials little by little instead of betting millions blindly in the wrong place.”

TV vs. Digital Media: Time to Jump Ship? 

Colgate has always used traditional TV as its strongest media. What are your offline vs. online investment numbers, and has digital won over television? 

We’re closing 2019 with 30% on digital media and the rest is all offline. I believe television is still pretty strong, above 50%. However, we’re trying to invest a little less on TV in 2020. We’re not going straight to digital all the way, but we’re applying our trial and error strategies to see how far we can go, and perform a lot of focus groups to make drastic but informed decisions. 

TV already lost investment this year. I believe the past few years it used to close at 80%, and I think this year it went down to 60%. Next year it might close at 50%. In a few years, there will be very little content produced for TV. The U.S. is already making digital television, which will surely be very attractive to invest in because marketers can program different content for each spectator using digital technology. It might or might not contribute to our television portfolio, but it’s definitely a tendency. “

How do you choose what goes on TV? 

Right now, we’re looking for video production agencies. We’re trying to think digital before TV because we could produce custom-made pieces based on segments. We’ll make many digital pieces for specific targets, and from there we’ll cut a more generic TV ad. We used to make the TV ad and then upload it to the web, but it doesn’t work that way. It’s the other way around. You build a digital strategy based on segmentation. Those measurements help us choose what to show on the much more expensive TV airtime. “

Segmentation Strategies: The Right Message for the Right Ears 

segmentation strategiesTell us more about CP’s segmentation/targeting strategies. Is there room for evolution?

“Massive service providers like Facebook and Google sell us advanced ‘audiences’. These audiences aim to stop segmenting per demographics and switch to consumer attitudes. For instance, no longer targeting “men 30-45 y.o.” and such, but profiles based on passion points. We can segment per sports fans and athletes, music buffs, art followers, etc, and pinpoint a campaign for each. 

We pour money into trials little by little instead of betting millions blindly in the wrong place.

Facebook offers a very interesting product in its portfolio that lets you edit the text of your ad. That way we can sell the same toothbrush by talking about this weekend’s soccer highlights or the newest song from a popular artist. We can write copy as necessary to make it more clickable to the individual seeing it. That’s a great tool. 

A good challenge for future evolution is doing regional segmentation. Since marketing is too separated from the media department, it’s an opportunity for the industry. The brand manager could tell us if sales are decreasing in the south, so we could do our research and see why. That way we could develop specific solutions for localized issues. But right now, we still make advertising for the entire country. “

 

What: Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors gave Portada his 4 key insights on automotive brand marketing and how to win Hispanics’ hearts.
Why it matters: It’s no secret that Hispanics love a good car. The auto industry in the U.S. is growing, just as well as the multicultural population in the U.S. According to a Statista timeline, digital advertising spending of the U.S. automotive industry is expected to reach US $15.5 billion this year.

 

Automotive brand marketing is just like marketing in any other industry. In order to get it right, marketers need to approach it with the right set of tools and a great deal of creativity. Add a multicultural component to the mix, and you’ll get a more complicated task. However, if brands take the time to really understand the target and the way consumers relate to the category, they might end up getting a recipe to success.

Eugene Santos

When the 2018 Kia Rio was named one of the top 10 best vehicles for Hispanics by the Hispanic Motor Press Foundation, the company had already been targeting this multicultural segment for years. However, Kia Motors only started selling cars in the U.S. in the 90’s. How does a relatively new brand compete with powerhouses of the automotive industry in order to gain Hispanics’ hearts?

We talked to Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors to get his key insights about what the brand is planning to engage Hispanic consumers more effectively.

 

We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey.

1. Automotive Brand Marketing 101: Make Sure You Engage Your Consumers

Firstly, says Eugene Santos, you have to ensure you understand how your consumers engage with your content. Like any other brand, Kia uses a mix of KPI’s and likes/dislikes ratios, but it is also aware of the important role of the right technologies. “We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey,” explains Santos. ” This gives us an opportunity to look at the multicultural aspect as well.”

 

2. When Targeting Hispanics, Always Think In-Culture

According to Kia’s latest reports, sales grew 1% in May, mostly thanks to a rise in sales of a favorite of Hispanics— the Kia Soul. “Hispanics are a big part of our success, especially in a flat market,” reveals Santos. “The multicultural segment growth has allowed us to stay on pace or ahead of business plans. The Soul has traditionally over-indexed within the Hispanic segment. It tends to skew towards a younger audience and mirrors the demographics of the Hispanic consumer.”

Kia Soul - Automotive Brand Marketing Case StudyTherefore, these results show the brand is already doing something right. When asked about the approach Kia takes when marketing to Hispanics, Santos hits the nail in the head. “We don’t like to approach this segment by thinking ‘Spanish or English’? But rather, ‘How do we communicate in-culture? And that can be a combination of either language as it relates to our target audience and the look/feel of our campaign.”

 

 

3. Choose the Right Message, Make it Emotional

When asked about messaging, Santos explains that the brand continuously tries to build an emotional connection with the Hispanic segment. The new campaign will “tell the story of the ‘unsung heroes’ who work hard to accomplish their life’s mission but don’t necessarily crave the spotlight.” Kia has previously incorporated into their narrative real stories of hard-working Latinos (watch below). Santos says “this will bring a connection Hispanic consumers by showing Kia lives by the same values as them.”

4. Learn From Your (More Experienced) Competitors

In 2017, Dealer Marketing Magazine reported that vehicle purchases by Hispanics would double from 2010 to 2020. Because of tradition from their origin countries, Hispanics have a famous fondness for Japanese cars. In fact, in 2014, Hispanics were contributing to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.

Thus, we wanted to know Santos’s thoughts on how the relatively new player from Korea competes with these brands. “They’ve been communicating with the Hispanic segment for a very long time, longer than Kia,” agrees Santos. “I started my automotive career at Honda, and having seen their work ethic first hand, I am proud to say that Kia is on its way.”

But what sets Kia apart? Its “Give it Everything” philosophy, that “underdog spirit that has helped us improve our vehicle quality, and technology that has allowed us to outperform even luxury brands,” shares Santos.

In conclusion, Kia is young, but it is on the right track towards Hispanics’ hearts. To find out more about automotive brand marketing first-hand from the experts, join Portada New York!

 

 

 

What: To leverage the UEFA Champions League, Pepsico launched a 360º campaign spanning 13 Latin American countries featuring some of the sport’s greatest household names.
Why it matters: The campaign offered an integrated experience through a variety of platforms and social networks, as well as mechanics tailored to each market in order to spark consumer engagement.

 

Hosted by the UEFA, the Champions League is the annual sports event that captivates the most spectators globally. Pepsico, ever the master in larger-than-life partnerships, has wisely profited from the event’s massive audience, launching a campaign along with the soccer powerhouse for the fourth consecutive year.

Their latest joint venture spanned over 13 Latin American countries and lasted three months starting in April, and it featured some of the sport’s greatest household names: Argentina’s Lionel Messi, Spain’s David de Gea, Uruguay’s Luis Suárez, and Chile’s Gary Medel.

The idea was to create a comprehensive 360º campaign to offer participants an integrated experience through a variety of platforms and social networks acting as points of sale. First, they forged a strategic partnership with ESPN to keep viewers interested and foster interaction all throughout the tournament. Then, its local branches conceived cleverly focalized campaigns per region throughout Latin America, that used different mechanics based on their consumer’s profile, behavior, and what dynamics they find the most engaging.

For example, Chile’s Minuto de Gol required participants to guess the exact minute the first goal would be scored. Demuestra tu pasión asked consumers in Guatemala to solve a trivia. El llamado de la Champions coaxed Mexican fans to register as many codes as possible to accumulate points. For Brasil’s self-explanatory Lay’s te leva para la final da UEFA Champions League, all viewers had to do to participate was registering a code online. Participants could win from Lay’s products and official UEFA playing balls to the ultimate prize: a trip to watch the final, Tottenham vs. Liverpool, at the legendary Estadio Metropolitano in Madrid.

Portada talked to Nicolas Lopez Marti, Senior Director, Core Salty Brands, Central and South America at Pepsico, in order to find out more about the strategy behind the campaign.

 

Nicolas Lopez Marti is a recent addition to Portada’s Brand Star Committee Latam. The committee’s next in-person meeting will take place at Portada Mexico, 17 October 2019.

 

Portada: Which were the 13 countries that participated in the campaign?

Nicolas Lopez Marti: Colombia, Peru, Chile, Argentina, Uruguay, Paraguay, Guatemala, Honduras, El Salvador, Costa Rica, Panama, Puerto Rico and Republica Dominicana.

 

Portada: Was the campaign also aimed at Hispanic audiences in the U.S.?

N.L.M.: Lay’s has a strong presence with Hispanic fans on sales points. Based on our knowledge of the audience, we’re completely sure that by featuring Lionel Messi as the campaign’s main international spokesman, we’d be able to connect with them on a special level.

 

Portada: Which media did you use the most? Broadcast, video, social…?

N.L.M.: It was an integrated campaign, present on OOH, radio, TV and very strongly on digital media. We also added PoS dynamics and interactive games so the consumers could get the full soccer experience when they purchased their Lay’s.

 

Portada: Which were some of the most outstanding activations?

N.L.M.: Throughout February, we had the actual “Orejona”, the famous Champion’s League cup on display at a huge public event in Guatemala, featuring celebrities and players. We also planned an interactive activation to complete the virtual “Topps” figurine album, which is very famous in Colombia, Argentina, Peru, Uruguay, and Paraguay.

 

Portada: What has been your main social media strategy?

N.L.M.: Our already strong regional presence on Instagram and Facebook, and influencers from each country narrating their experience live during the actual final match.

 

Portada: Did you notice a direct impact of the TVC on your social media initiatives?

N.L.M.: Absolutely. Showing superstars like Messi, Suárez, De Gea, and Medel touched consumers directly; they felt widely motivated to interact with Lay’s on social networks and participate in the dynamics. Plus, the prize to see the final in Madrid was the greatest motivator to interact with the brand.

 

 

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