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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.”

 

 

Tecate Sponsorship of Liga BBVA MX in the U.S. Tecate announced the official, multi-year U.S. sponsorship of LIGA BBVA MX, the most-watched soccer league in the U.S. Tecate USA will also be a partner of LIGA BBVA MX’s other competitions, LIGA BBVA Expansion MX and LIGA BBVA MX Femenil. To get a better understanding of the initiative, Portada talked to Oscar Martinez, Senior Brand Director Tecate USA.

The official Tecate sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms.

Tecate Sponsorship
Oscar Martinez, Senior Brand Director, Tecate USA with Tecate Legend, Claudio Suarez

“With this exclusive sponsorship, Tecate takes a strong step forward to stand as the brand that best connects U.S. fans with their favorite LIGA MX soccer teams, offering memorable experiences on and off the field,”  Tecate Sr. Brand Director, Oscar Martinez tells Portada. “With an exciting summer of soccer upon us, we’re thrilled to deliver unforgettable experiences that speak to our maverick and unapologetic spirit. Mexico is in us!”

There is no doubt that LIGA MX’s following in the US is very strong, with an average of over 400,000 viewers per match, representing 40% of LIGA MX’s audience.

Guillermo Alegret, Commercial Director of LIGA MX, added “We are very excited to have Tecate, an established, well known Mexican brand, expand their partnership of LIGA MX into the United States. There is no doubt that LIGA MX’s following in the U.S. is very strong, with an average of over 400,000 viewers per match, representing 40% of LIGA MX’s audience. The American market continues to be an important place for LIGA MX to grow and connect on a daily basis with the Hispanic community, in addition to the over 35 million Mexican Americans residing there.”

“Tecate is already one of Mexican-Americans’ favorite brands to enjoy with friends, and that is the intention of this partnership: to offer fun and safe experiences for fans of legal age, while allowing us to deliver messages of social responsibility,” Martinez added.

Tecate Sponsorships: Switch from Boxing to Soccer

A few years ago Tecate switched from boxing to soccer in terms of the sports it will be supporting to reach U.S. audiences.  Martinez notes that “boxing gave a lot to Tecate and for that we’ll be always grateful to our partners in the sport. With soccer, however, we have the opportunity to expand our consumer base, and engage in ongoing conversation with them 365 days a year, with a more fluid schedule of events and retail activation opportunities.”

With soccer we have the opportunity to expand our consumer base and engage in ongoing conversations 365 days a year, with a more fluid schedule of events and retail activation opportunities.

According to Martinez, “the pivot to soccer is a biproduct of the natural evolution of our consumer base, and we jumped at the opportunity to become official sponsors of LIGA MX in the U.S. The ultimate goal of course being to recruit more avid Tecate consumers while helping to elevate the overall profile of the sport in America. Martinez adds that as a brand,  “we’re constantly on the lookout for how our consumers are engaging with and reacting to the content we put out there. We do a yearly internal marketing mix analysis, the preliminary data from which shows very positive responses to our soccer programming. As a brand that has taken on a new positioning in the last couple of years, it’s important to us to be mindful of what moves our U.S. market, and soccer is definitely trending in that direction.”

It’s important to be mindful of what moves our U.S. market, and soccer is definitely trending in that direction.

Nick Kelly, until the end of 2020 Head of U.S. Sports Marketing at Anheuser-Busch, and currently president of Charlotte, F.C. told Portada in an 2019 interview that “LigaMX can be a much better experiential marketing vehicle to engage U.S. Hispanics than the MLS.”  Tecate’s Martinez agrees: “Liga MX is the most watched and followed soccer league in the U.S., and our brand attributes and consumer base align near perfectly with Liga MX expansion goals in the US. We’re in a great position to engage with the fans of the fastest growing sport in the U.S.”
According to Martinez, Tecate has built “a very strong relationship in the U.S. with three of the most relevant soccer teams from Mexico: Chivas, Tigres, and Rayados, which have allowed us to engage with their fans in markets like California, Texas, and Illinois – each of which is a core DMA for the Tecate U.S. brand.”
Regarding upcoming activations of the new Tecate sponsorship, Martinez says that he is currently “developing an activation plan that will leverage and help proliferate key points of the sponsorship. Our team is excited to fully execute on that plan as soon as it’s safe to reopen, including soccer legends’ participation at retail activations, fan viewing parties, incentive trips to games in Mexico for our consumers and retailers, and text-to-win opportunities among others.”

Additionally, within the HEINEKEN USA portfolio, the Heineken® brand has already been a passionate supporter of MLS for many years, as sponsor of Inter Miami Club de Fútbol, Orlando City SC, NY Red Bulls and NYCFC, among others. Last year, the brand executed a “Stadium in a Box” sweepstakes which effectively brought the passion and excitement of an MLS match to winning fans’ homes.

Synergies on Both Sides of the Border

Tecate is the official sponsor of Liga BBVA MX in Mexico as well, thus the synergies on both sides of the border bring added power and opportunity to the overall Tecate sponsorship. “This particular partnership will facilitate us becoming even more engaged with and meaningful to an already loyal bicultural consumer in the USA,” Martinez adds.

In addition, Tecate will be the main sponsor of the Campeón de Campeones match, set to take place in Los Angeles this July. This game is the only official Liga MX game held outside of Mexico, and Tecate will be fully activating at retail and on-site to bring even more energy and excitement around the most watched soccer league in the U.S.

Check out: Constellation Brands to expand Hispanic consumer deep dives 

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. 

 

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