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In the last installment of our series on CONTENT MARKETING, presented by Skyword,  we look at how Pepsi translates its Cultural Fluency concept into concrete Content Marketing initiatives.

Javier Farfan, Latin Content Marketing ForumJavier Farfán, the Senior Director of Cultural Branding for Pepsi, talked about Pepsi’s Hispanic Content Marketing strategy at the Latin Content Marketing Forum that earlier this year was organized by Portada in Miami. Farfán introduced attendees to ‘Cultural Fluency’ and how Pepsi uses ‘cool content’ to engage audiences. Farfán reminded the audience that Pepsi (under his leadership) was the first to bring reggaetón to the U.S. “We discovered Daddy Yankee, Wisin & Yandel, etc. when many people thought U.S. Latinos didn’t want to be a part of it.”

Pepsi Co.’s insights are not only based on ‘coolness’ but on hard data as well: Based on current data, Latinos will be a definite force driving culture in the U.S. and the shift in population trends only means marketers have to rethink the way they connect, interact and respond.”We are going after millennials,” says Farfán.

And by ‘we’ I mean ‘we’ not me. We [marketers] must adopt a more dynamic cross-cultural mindset.

A Cross Cultural Mindset…

Photo: Xosé Castro. Under CC Licence.
Photo: Xosé Castro. Under CC Licence.

In presenting Pepsi’s new mindset, which has to do with avoiding separating consumers into “ethnic” groups, Farfán said “We must move from segregating ethnic groups to celebrating commonalities.”

Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at the  ANA Multicultural Conference that finished yesterday in Los Angeles, expands on  the Cultural Fluency concept: “Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular.”  “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals. “The former Multicultural team  is now the Culture and Music team,” Saavedra says. “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.” Saavedra notes that  Hispanic focused executions are not necessarily wrong.  But he said that by taking a cross cultural approach , Pepsi discovered that the NFL is very attractive to Hispanics. Before Pepsi obtained this insight, Hispanic campaigns only revolved around soccer.

Be a platform for action and talk about people not products.

…and how it translates into Content Marketing executions

According to Farfán, “Cultural Fluency” enables brands to  create a really cool thing by diving in, and participating in it, not  only by sponsoring a program. Farfán recommends marketers to pay attention to the following to implement content marketing strategies:

  • Build an affordable, sustainable content strategy (focus on what you stand for as a brand, your point of view).
  • Be a platform for action (inspire people to do).
  • Be useful (curate content they really care about. Talk about people not products) get people to like, love and want to participate.
  • Meet audiences where they are (make sharing simple, syndicate, go mobile).

An example of a Pepsi content marketing initiative is Sierra Mist’s partnership with Mexican chef Aaron Sanchez to create content, in English and Spanish, that will drive audiences to a YouTube page featuring Sanchez cooking Mexican food.

Another, more recent example is Brisk Bodega, a program born in Los Angeles targeting Latino and urban youth featuring radio personality Chuey Martinez @Chueymartinez and filmed entirely in East Los Angeles.

Most of these content marketing initiatives are supported by traditional media buys (In-language and targeted media). Carlos Saveedra notes that what is crucial is to optimize the content marketing initiative and the media spend by amplifying it through social media.

This series of articles about “Content Marketing” is brought to you by Skyword. Skyword provides a wide range of services so that companies may connect with their audiences and generate a higher degree of engagement via top-quality contents for online search and social networking, currently the two main sources for content consumption.

Other articles of the CONTENT MARKETING SERIES:

CONTENT MARKETING: What do we mean when we talk about “content marketing”?

CONTENT MARKETING: Flying Through the Fog: A Marketer’s Guide to Navigating Search After Google Keywords Were Encrypted

CONTENT MARKETING: What we can learn from Iron Mountain, IBM and Autotrader

CONTENT MARKETING: Should Media Firms become Content Marketing Agencies?

CONTENT MARKETING: Spanish Language: What opportunities does it afford?

CONTENT MARKETING: How P&G, Clorox and Tampico engage Hispanic audiences

The Latin Content Marketing Forum came to a close Tuesday afternoon with a presentation from Javier Farfán, the Senior Director of Cultural Branding for Pepsi, who introduced attendees to ‘Cultural Fluency’ and how Pepsi uses ‘cool content’ to engage audiences.

As part of his introduction, Farfán reminded the audience that Pepsi (under his leadership) was the first to bring reggaetón to the U.S. “We discovered Daddy Yankee, Wisin & Yandel, etc. when many people thought U.S. Latinos didn’t want to be a part of it,” Farfán told a full house at this week’s Latin Content Marketing Forum in Miami.

Pepsi Co.’s insights are not only based on ‘coolness’ but on hard data as well: Based on current data, Latinos will be a definite force driving culture in the U.S. and the shift in population trends only means marketers have to rethink the way they connect, interact and respond.

“We are going after millennials,” says Farfán. “And by ‘we’ I mean ‘we’ not me. We [marketers] must adopt a more dynamic cross-cultural mindset.”

In presenting Pepsi’s new mindset, which has to do with avoiding separating consumers into “ethnic” groups, Farfán said: “We must move from segregating ethnic groups to celebrating commonalities.”

What makes all this possible is what Farfán calls ‘cultural fluency,’ meaning a way in which a brand can create a really cool thing by diving in, and participating in it, not only sponsoring a program.

For marketers attending the forum, Farfán had a few words of wisdom:

  • -Build affordable, sustainable content strategy (focus on what you stand for as a brand, your pov)
  • -Be a platform for action (inspire people todo)
  • -Be useful (curate content they really care about. Talk about people not products) get people to like, love and want to participate
  • -Meet audiences where they are (make sharing simple, syndicate, go mobile)

He offered plenty of examples, but to name a few: Sierra Mist’s partnership with Mexican chef Aaron Sanchez to create content, in English and Spanish, that will drive audiences to a YouTube page featuring Sanchez cooking Mexican food.

Another, more recent example is Brisk Bodega, a program born in Los Angeles targeting Latino and urban youth featuring radio personality Chuey Martinez @Chueymartinez and filmed entirely in East Los Angeles.

The  Latin Content Marketing Forum is quickly coming up.. The Forum will be held on June 4 in Miami’s InterContinental Hotel. It can be attended independently or in combination with Portada’s Latam Advertising and Media Summit, which will take place during the evening of June 4 and the whole day of June 5th.

SPECIAL OFFER GET 1 CONTENT MARKETING FORUM TICKET AND A HOTEL NIGHT ON JUNE 3RD FOR ONLY US$ 499! To register call Nicolas Miranda at 1-800-397-5322 or e-mail him at nicolas@portada-online.com 

To buy your ticket without Hotel night, register here.

Major speakers at the Latin Content Marketing Forum include: Javier Farfan, Senior Director of Cultural Branding, PepsiCo, Jennifer Leen Berglund,  Interactive Marketing Manager – Multicultural Marketing, General Mills,  Ramiro Prudencio, President & CEO, Burson Masteller, Latin America, Mariano Moro, Senior Integrated Marketing Communications Manager, Coca Cola, Fernando Semenzato, VP Content, Fox international, Nuria Net, Managing Editor, Features – Digital, (ABC and Univision Joint-Venture), Pablo Rodriguez, President, MediaBrands Latin America, Emilio Sanchez, President and Editor in Chief, VOXXI and Carolina Angarita, President, Grupo Zyyei.

What you will learn:

–  How General Mills is reaping key benefits from the Hispanic Content Marketing Opportunity

–  Find out how you should reach out to Journalists in the Age of Content Marketing and whether  Bloggers should  also be considered Journalists.

– Understand how Content and Technology integrate and leverage each other. Get actionable tips and insights from major experts on the brand marketing, media and venture capital side.

– Why Coca-Cola Latin America and Fox National Geographic Channel teamed up to produce a panregional documentary series titled “Viviendo Positivamente” (“Living Positively”) through cable and digital broadcast.

DOWNLOAD THE PROGRAM!

 

Jennifer BerglundWe are very excited to announce that Jennifer Leen Berglund, Interactive Marketing Manager – Multicultural Marketing, General Mills will provide a presentation about General Mill’s best in class Hispanic Content Marketing program at our upcoming Latin Content Marketing Forum on June 4 in Miami’s InterContinental Hotel. During her presentation Jennifer Leen Berglund, will talk about why Content Marketing is crucial to reach out to U.S. Hispanics. She will also touch upon key issues including content distribution and amplification.

The  Latin Content Marketing Forum can be attended independently and in combination with Portada’s Latam Advertising and Media Summit, which will take place during the evening of June 4 and the whole day of June 5th.
SPECIAL OFFER
GET 1 CONTENT MARKETING FORUM TICKET AND A HOTEL NIGHT ON JUNE 3RD FOR ONLY US$ 499! To register Call Nicolas Miranda at 1-800-397-5322 or e-mail him at
nicolas@portada-online.com 

Other major speakers at the Latin Content Marketing Forum include:
Javier Farfan, Senior Director of Cultural Branding, PepsiCo
Ramiro Prudencio, President & CEO, Burson Masteller, Latin America
Mariano Moro, Senior Integrated Marketing Communications Manager, Coca Cola
Fernando Semenzato, VP Content, Fox international
Nuria Net, Managing Editor, Features – Digital, (ABC and Univision Joint-Venture)
Emilio Sanchez, President and Editor in Chief, VOXXI

Check out the Latin Content Marketing Forum Agenda!

 

 

 

Javier FarfánInterview with Javier Farfán

Portada: We understand you are Ecuadorean tell us a bit about your personal and professional background?

Javier Farfán: – Latino born and raised in NYC. Spanish speaking at home but the rest of the world in English
– Grow up in Upper Manhattan, Was married and my wife passed away last year from breast cancer so I am rediscovering myself.
– No children
– Biking and Spending time with my family is my hobbies
– Career has been my focus to get me thru change in my life (Focused on Marketing, Music Marketing, and Marketing Innovation within Culture)

Portada: How do you keep abreast of all the changes in the Marketing and Media Industry?

Javier Farfán: – Mentors and keep connected to digital lead at PepsiCo
– Focus on young people who I work with or within the industry (I call them Fat Brain)

Portada: What are the main features a excellent Content Marketer targeting the Hispanic consumer should have?

Javier Farfán: – lifestyle content
– global topics
– music and entertainment (and not just latin talent)

Hispanic Content Marketing expert Javier Farfán will present at Portada’s Latin Content Marketing Forum on June 4 in Miami’s Intercontinental Hotel.  Farfán, Senior Director of Cultural Branding, at PepsiCo , will share insights on  best practices in Hispanic Content Marketing.   Make sure to buy your tickets at the early bird rate (expires this Friday April 19!) .9

Javier Farfan, Latin Content Marketing ForumFarfán will provide an in-depth presentation on how Pepsi integrates paid, owned and earned media and how it markets through different platforms (mobile, social media, offline etc).

As Portada Senior Correspondent Laura Martinez wrote in an interview of Javier Farfán, “when it comes to rocking the Hispanic marketing boat, Javier Farfán is in a category of its own.” As PepsiCo.’s senior director of cultural branding, the New York City-native has a very challenging job: To reimagine the way the soft-drinks giant talks to an increasingly complex, multicultural and bilingual young crowd. Farfan’s presentation at the Latin Content Marketing Forum will also  shed light on how Pepsi targets English-dominant, bicultural and Spanish dominant Hispanics.

Latin Content Marketing ForumPortada’s Latin Content Marketing Forum will take place on June 4th, 2013 in the just renovated Intercontinental Hotel in Miami. The Latin Content Marketing Forum will analyze the enormous role content marketing can play in the Latin (U.S. Hispanic and Latin American) market space, which belong  to the fastest growing markets in the world.

Make sure to get your ticket. Early bird registration expires this Friday April 19. The Forum can be attended in combination with Portada’s 2013 Latam Advertising and Media Summit which takes place in the same hotel.

Other major Thought Leaders speaking at these  major  events   include:

  • Ben Jankowski, Group Head, Global Media, Mastercard
  • Jorge Laverde, Marketing Head, Latin American North, Nokia
  • Nick Denton, CEO and Founder, Gawker Media
  • Mario Cordon, CMO, Open English
  • Benjamin Jankowski, Head Global Media, Mastercard
  • Mariano Moro, Latin American Marketing Director, The Coca Cola Company

    Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

When it comes to rocking the Hispanic marketing boat, Javier Farfán is in a category of its own. As PepsiCo.’s senior director of cultural branding, the New York City-native has one challenging job ahead: To reimagine the way the soft-drinks giant talks to an increasingly complex, multicultural and bilingual young crowd.

Javier Farfan, Latin Content Marketing ForumAmong its latest marketing efforts, PepsiCo. this week launched www.Mipepsi.com, a new online platform that seeks to connect Hispanics with music, sports and pop culture, regardless of language. Under the banner of Vive Hoy, the effort is the Hispanic-targeted portion of the Live for Now global relaunch of the Pepsi brand, and as it has become increasingly common in Pepsi’s messaging, it features tweets and content in Spanish, English and even Spanglish. “It’s not about language anymore; it’s all about culture! That is the challenge and that is the fruit of my labor,” says Farfán.

The new site is sort of a social media “dashboard” that aggregates real time news, Pepsi-themed tweets and miscellaneous bits of trending topics. Consumers are encouraged to Tweet, Like and/or Pin topics on the site and participate in challenges and contest that can earn them points towards a concert or other rewards.

Language No Longer Relevant

While Pepsi’s new interactive experience was conceived by Organic, an Omnicom-owned digital shop based in New York, Farfán made sure Organic worked closely with yet another digital partner, Remezcla/TheCollective “To make sure we are telling the story of how Latinos use the Internet to communicate and interact with each other regardless of language.”

“Regardless of language” is a concept that is becoming crucial for marketers like PepsiCo., which knows all well that young Latinos don’t move in a monolingual world, but live -like Farfán himself- immersed in two cultures.

“I am part of that generation of people who are not been reached by agencies focusing on a particular language,” says Farfán, who was born in New York City of Ecuadorean parents and was raised in the heart of Harlem and then Washington Heights.

From Sofía Vergara to David Beckham

A former MTVtr3s executive, Farfán has been an important part of PepsiCo.’s recent efforts to put Latinos front and center of a mainstream campaign, including hiring Sofia Vergara to be a spokesperson for Diet Pepsi, but also tapping David Beckham to appeal to Latino soccer fans.

All these efforts, he says, don’t come naturally. Instead, they are the result of two major things: Having a group of managers within PepsiCo. who are willing to take risks, and having your creative agencies collaborate with one another on every single project.

“I don’t think about agencies the way many people still think about agencies,” says Farfán, who was responsible for changing the name of his division to cultural branding from multicultural marketing. “I try to make sure that my agencies work together. I think everybody has to be accountable for the work we put out there.”

For example, PepsiCo. recently premiered a TV spot featuring Lionel Messi, Didier Drogba and other footballing stars crowd surfing at an outdoor music festival. And while the ad was created by CLM BBDO, it worked under some consulting by Miami-based Alma. [In addition to Alma, PepsiCo. also works with Austin-based LatinWorks, which handles work for Manzanita Sol, Sierra Mist and Aquafina.]

“Agencies should stop focusing on a particular language,” says Farfán. “But I know many of them don’t want to do that, mostly because they want to control the money and are afraid to lose business.” Still, he is careful to stress the power of Latino media and how a brand like Pepsi should embrace it when and where the message needs to be.

“Don’t get me wrong. I don’t discount the power of Latino media, but that is not the only thing we’re going to do. If we realize one particular message works best on outdoor, I’ll do outdoor. If something requires local, we’ll do local.”

For example, he says, Pepsi is testing messaging in the Southern California market for two new products: Tamarindo Sol and Toronja Sol, both spun off from the popular Mexican brand Manzanita Sol. He has also helped enlist Chef Aaron Sanchez to pitch Sierra Mist Natural through a series of viral videos.

For Farfán, who is about to complete with second year at PepsiCo., working in tandem with agencies doesn’t only makes creative sense, but it is also a good business decision. “Approaching the market in one single language, like in the old days, is not cost-effective; and it doesn’t make sense anymore.”

Read more: Latin Content Marketing Forum