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QRV_153 3General Mills just announced the re-launch of its new and improved digital platform, QueRicaVida.com.  Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content, spoke to Portada about the new initiative. (BTW: Que Rica Vida’s history reflects the evolution of Hispanic Content Marketing, check the links at the bottom of this article).

Portada: What percentage of Que Vida Rica users are mobile right now? How do you expect that to evolve in the next five years?


M.G: “The majority of our traffic is attributed to smartphone. We see that figure increase YoY and anticipate it to continue to do so, as tablets and desktop are deprioritized in favor of large-screen smartphones.”

Portada: What is the ratio of visits to the English language site, vs total visits English and Spanish is there? How is this ratio expected to evolve over the next few years?


M.G: “Less than a quarter of our traffic comes through on the English site. Our audience naturally acculturates and the # of young, US-born Latinos increases, we imagine this may shift in favor of English.”

Portada: What insights is the re-launch based on?


M.G: “#1: The majority of Latina mothers value passing down family history to their children through cooking and is looking for food content that help them balance the connection between the American lifestyle and her Latin roots.
#2: Hispanic moms spend more media time on their mobiles than the average mom does.
#3: Hispanic moms need help understanding the value of coupons
#4: The Hispanic Millennial Latina Mom in the U.S. is thirsty for culturally relevant food content that she can easily find on her mobile device in her preferred language. While she is aware of digital ads and coupons, she is still not taking advantage of the ways in which she can save on her family’s favorite products.”

Portada: How do you target Moms that are not Millennials and perhaps more Spanish-speaking?
M.G: “Our Spanish dominant Moms love to come for the most traditional recipes on Que Rica Vida, especially when she is preparing for a big holiday or celebration. Therefore, the content aimed at connecting with her is a combination of traditions and tips to help make her life a little easier during these occasions. Additionally, Facebook has been key to our success with the Spanish dominant Mom, reason why our posts are mostly in this language.

The majority of our traffic is attributed to smartphone. We see that figure increase YoY and anticipate it to continue to do so.

Portada:What is your amplification and social media strategy based on? E.g. do you work with blogger networks?
M.G: “We amplified news of our launch across owned channels (social + email) as well as through external blogger networks like Dime Media. We wanted our top contributors to take pride in the new platform, which will better showcase their content, but also took launch as an opportunity to connect with potential new contributors in our priority markets.”

Portada: What is the Latin American (Mexico and below) reach of Que Rica Vida and do you work with General Mills Latam to cater to that audience?
M.G: “We do see a high volume of traffic coming to our site from outside of the US, but we do not prioritize this audience considering that many of the products we feature are not available in those markets. In the future, we may work with international teams to extend the reach of QRV, as is relevant.”

Portada: Does Que Rica Vida have a print component or not anymore?

M.G: “The Que Rica Vida magazine was discontinued last year.”
Portada: What agencies did Que Rica Vida work with for this re-launch and how is it supported with media buys?

M.G: “We work with McCann for site design and creative, Ovative for organic search optimization, and M8 for social, email and media execution. We amplified paid content distribution and external ad rotation with our most efficient partners to amplify news of the re-launch.”

CHECK OUT PRIOR QUE RICA VIDA COVERAGE:

Sep 16, 2015 : General Mills Re-launches QueRicaVida.com to Meet the Demands

Jan 15, 2015 : How General Mills doubles down on Hispanic Online Video: 6 things  You Need to Know

Sept. 27, 2012: BREAKING – Que Rica Vida Relaunches: Increases Circ. to 1 million

Jun 11, 2010: Marketer Interview: Rodolfo Rodriguez: “Que Rica Vida is open to Third Party Advertising.  

What: General Mills is re-launching its new and improved digital platform, QueRicaVida.com.The improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information catering to the “New” Latin family’s passion for cooking and innovation.
Why it matters:  Media properties and brand platforms reaching out to Latinas, of which nowadays many are  Milennials, are constantly adapting and fine-tuning their offerings to keep pace with the changing (social) media habits of this demo.

General Mills has announced the re-launch of its new and improved digital platform, QueRicaVida.com. Harnessing the power of innovation and mobile technology, General Mills is creating a brand new site and mobile experience to meet the needs of the new Latina and her mobile lifestyle.

The improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information in a way that is more convenient for consumers.

“Relaunching our QueRicaVida site is a perfect opportunity to continue to grow with and equip our progressive and culturally diverse consumers with the best resources needed to assist them in today’s mobile world,” said Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content.

According to a recent study by IAB, Latina moms are leading mobile first lives with nearly 40 percent of Latina moms relying on mobile devices as their primary internet source. With social, digital and mobile playing an important role in their everyday lives, General Mills redesigned their new site to be socially intuitive and mobile friendly.

“As with most communities, our Latina mom plays a pivotal role, guiding all decisions and meal creations. The emerging new Latina is highly focused on preserving heritage as well as blending her cultural realities and influences. We wanted to honor her with quality-focused content highlighting new products and experiences and empowering her with more innovative shopping tools,” explains Granados.

The new website features:

  • Contemporary Design

The site was created with mobile efficiency in mind. The clean, clear, fluid design makes cooking from any smartphone easier and more enjoyable allowing the user to quickly note ingredients and instruction as well as share, pin and favorite preferred recipes.

  • Rich Content and Intuitive Navigation

Authentic recipes and relevant articles are now just a couple of simple clicks away. In catering to the consumer and their values of family, diversity and health, QueRicaVida.com now hosts richer and more diverse dishes that celebrate heritage, culture and wellness while also offering fluid and intuitive navigation making exploring and discovering recipes a pleasant experience.

  • Giving Value

QueRicaVida.com is committed to offering the best quality products, experiences and deals by offering print-at-home coupons and grocery card-linked offers saving the consumer both time and money. In the future, In-store deal offers will also be incorporated and made available on the site as well.

General Mills is constantly innovating and investing in ways to meet their consumers’ and communities’ evolving needs. In celebration of the new site launching, General Mills is partnering with community influencers to host, Setting the Table for the New Latin Family, an event dedicated to engaging and sharing new resources, techniques, and recipes to fit the new Latina’s lifestyle.

“With the start of the new school year this is the perfect time to provide our Latina moms with a dependable source that allows easy access to delicious recipes, convenient cooking tips, and nutritional advice so that they can then in turn provide the best for their families,” said Granados.

Join us at PORTADA Mexico!

 

What: Seattle-based social site Allrecipes.com is launching its  new digital platform which offers a personalized user experience that engages and inspires home cooks.
Why it matters: With the new Allrecipes, the brand is responding to huge shifts in how, when and where its community of more than 40 million unique visitors per month are engaging online, specially as mobile devices now account for two-thirds of Allrecipes annual visits.

unnamedAllrecipes, the digital food brand with more than 1.3 billion visits annually,has unveiled the new Allrecipes: a more personal, shareable and responsive web experience that transforms the site into the world’s most food-focused social network.

With the new Allrecipes, the brand is responding to huge shifts in how, when and where its community of more than 40 million unique visitors per month are engaging online. Visits from mobile devices now account for two-thirds of Allrecipes annual visits. Additionally, the sharing of food experiences through social platforms and photos continues to increase, and home cooks are viewing more than 100 million Allrecipes videos annually.

Meredith sources told Portada that although the new site  introduced is just in English, the  brand vision and direction is global. Many of the changes introduced are also in Allrecipes.com.mx experience such as Omni-Screen, the ‘I Made It’ widget, profiles and social sharing.

The sharing of food experiences through social platforms and photos continues to increase, and home cooks are viewing more than 100 million Allrecipes videos annually.

The new design provides the best possible experience for home cooks across devices. The single-site, responsive, touch-based experience now extends seamlessly across mobile, tablet and desktop devices to allow cooks to quickly and easily connect with Allrecipes whenever and wherever they want.

“Social connections have always been at the center of the Allrecipes brand,” said Stan Pavlovsky, Allrecipes President. “The new Allrecipes experience brings home cooks and the more than 300 million experiences they’ve shared to the forefront, and makes it easier for our community to share and connect from any device.”

Additional new features and tools include:

  • The Cooking Graph, which delivers a more personalized experience that anticipates a cook’s interests and needs, and enables cooks to connect more with the home cooks and brands they trust most.
  • ‘I Made It’ allows cooks to share their creations with their followers and celebrate the foods they love.
  • Expanded Profiles provide all of the information home cooks need to connect with each other, as well as the brands they care about, based on food preferences and dietary needs.
  • Personal Collections offer an easy way for cooks to curate the food experiences that inspire them for all of their special occasion and every day needs.  Personal Collections can also be viewed and followed by other home cooks.

 

“Allrecipes understands how home cooks want to connect with brands all along their cooking journey – from meal ideas to shopping deals,” said Mark Materacky, Soup & Broth Marketing Director, Campbell Soup Company. “As one of the first brands to partner with Allrecipes on this updated design, Swanson is excited to see Allrecipes bring new cooking tools to the forefront for their passionate online community. Swanson cooks are turning to digital media sources for culinary inspiration and information more than ever and Allrecipes will provide an even more engaging resource for planning everyday meals or special holiday events.” “Now with the reinvented Allrecipes, we are re-imagining the way home cooks connect through technology by providing an experience focused on the discovery and sharing of authentic, highly actionable food-focused conversations and resources to guide cooks to success,” said Pavlovsky.

Meredith’s bet on Food and Grocery

As a company, Meredith reaches nearly two-thirds of Millennial women across its broad portfolio of magazine and digital brands. The new Allrecipes is part of Meredith’s portfolio of multiplatform food-focused brands including Every Day with Rachael Ray, EatingWell, Family Circle, Martha Stewart Living and Eat This, Not That!, as well as 35 special interest media brands. In July 2015, Meredith Digital acquired Qponix, a Grocery Server technology that indexes thousands of local offers nationwide to help consumers find the best deals at their local retailer, further expanding its digital shopper marketing capabilities. Currently Meredith’s digital properties reach more than 70 million unique visitors per month.

What: Seattle-based social site Allrecipes.com is launching its  new digital platform which offers a personalized user experience that engages and inspires home cooks.
Why it matters: With the new Allrecipes, the brand is responding to huge shifts in how, when and where its community of more than 40 million unique visitors per month are engaging online, specially as mobile devices now account for two-thirds of Allrecipes annual visits.

unnamedAllrecipes, the digital food brand with more than 1.3 billion visits annually,has unveiled the new Allrecipes: a more personal, shareable and responsive web experience that transforms the site into the world’s most food-focused social network.

With the new Allrecipes, the brand is responding to huge shifts in how, when and where its community of more than 40 million unique visitors per month are engaging online. Visits from mobile devices now account for two-thirds of Allrecipes annual visits. Additionally, the sharing of food experiences through social platforms and photos continues to increase, and home cooks are viewing more than 100 million Allrecipes videos annually.

Meredith sources told Portada that although the new site  introduced is just in English, the  brand vision and direction is global. Many of the changes introduced are also in Allrecipes.com.mx experience such as Omni-Screen, the ‘I Made It’ widget, profiles and social sharing.

The sharing of food experiences through social platforms and photos continues to increase, and home cooks are viewing more than 100 million Allrecipes videos annually.

The new design provides the best possible experience for home cooks across devices. The single-site, responsive, touch-based experience now extends seamlessly across mobile, tablet and desktop devices to allow cooks to quickly and easily connect with Allrecipes whenever and wherever they want.

“Social connections have always been at the center of the Allrecipes brand,” said Stan Pavlovsky, Allrecipes President. “The new Allrecipes experience brings home cooks and the more than 300 million experiences they’ve shared to the forefront, and makes it easier for our community to share and connect from any device.”

Additional new features and tools include:

  • The Cooking Graph, which delivers a more personalized experience that anticipates a cook’s interests and needs, and enables cooks to connect more with the home cooks and brands they trust most.
  • ‘I Made It’ allows cooks to share their creations with their followers and celebrate the foods they love.
  • Expanded Profiles provide all of the information home cooks need to connect with each other, as well as the brands they care about, based on food preferences and dietary needs.
  • Personal Collections offer an easy way for cooks to curate the food experiences that inspire them for all of their special occasion and every day needs.  Personal Collections can also be viewed and followed by other home cooks.

 

“Allrecipes understands how home cooks want to connect with brands all along their cooking journey – from meal ideas to shopping deals,” said Mark Materacky, Soup & Broth Marketing Director, Campbell Soup Company. “As one of the first brands to partner with Allrecipes on this updated design, Swanson is excited to see Allrecipes bring new cooking tools to the forefront for their passionate online community. Swanson cooks are turning to digital media sources for culinary inspiration and information more than ever and Allrecipes will provide an even more engaging resource for planning everyday meals or special holiday events.” “Now with the reinvented Allrecipes, we are re-imagining the way home cooks connect through technology by providing an experience focused on the discovery and sharing of authentic, highly actionable food-focused conversations and resources to guide cooks to success,” said Pavlovsky.

Meredith’s bet on Food and Grocery

As a company, Meredith reaches nearly two-thirds of Millennial women across its broad portfolio of magazine and digital brands. The new Allrecipes is part of Meredith’s portfolio of multiplatform food-focused brands including Every Day with Rachael Ray, EatingWell, Family Circle, Martha Stewart Living and Eat This, Not That!, as well as 35 special interest media brands. In July 2015, Meredith Digital acquired Qponix, a Grocery Server technology that indexes thousands of local offers nationwide to help consumers find the best deals at their local retailer, further expanding its digital shopper marketing capabilities. Currently Meredith’s digital properties reach more than 70 million unique visitors per month.

Join us at PORTADA Mexico!