{"id":18438,"date":"2014-05-08T10:36:53","date_gmt":"2014-05-08T14:36:53","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=18438"},"modified":"2014-05-12T10:23:05","modified_gmt":"2014-05-12T14:23:05","slug":"inside-kelloggs-hispanic-content-marketing-program","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/content-marketing\/inside-kelloggs-hispanic-content-marketing-program\/","title":{"rendered":"Inside Kellogg’s Hispanic Content Marketing Program"},"content":{"rendered":"

CPG Companies are the main players in\u00a0content marketing in the Hispanic market. A major CPG company, Kellogg’s, recently launched a new Spanish language content marketing program anchored in the DiasGrandiosos website<\/a> as well as on Facebook<\/a> and Pinterest<\/a>. The target is the Latina woman and her family. What are the content challenges for a Hispanic content marketing program? What are the main objectives and the resources that have to be put behind it? We talked to Christopher Rivera, associate director of Multicultural Brand Marketing at \u00a0Kellogg’s to find out.<\/p>\n

\"Associate
Christopher Rivera, Associate Director, Brand Marketing – Multicultural at Kellogg Company<\/figcaption><\/figure>\n

D\u00edas Grandiosos is a new digital platform featuring recipes, tips, articles and original content designed for Latinas and their families. The editorial concept evolves around “Ama” (Family), “Vive ” (Health, Wellness), “Goza” (Fun & Entertainment). \u00a0Participating Kellogg’s brands include Cheez-It, Corn-Flex, Eggo, Frosted Flakes, MiniWheats and Apple Jacks. For now Kellogg’s has chosen the Spanish-language for the content marketing outreach. \u00a0“Currently, Dias Grandiosos is in Spanish-only. However, we have considered offering certain content pieces, key features, and other website elements in English to satisfy the specific needs of bilingual Hispanic consumers,” Rivera notes. \u00a0San Diego based Captura Group concepted and created the “D\u00edas Grandiosos con Kellogg\u2019s brand”, including its digital extensions.<\/p>\n

Content Production and Amplification<\/h2>\n

According to Rivera, the Dias Grandiosos website is updated several \u00a0times per month with new content that is timely and relevant. “At Kellogg , we have a Multicultural Program Brand Manager setting the overall content strategy with the Dias Grandiosos editorial team and shepherding it through the brand marketing organization. The DiasGrandiosos editorial team consists of Content Strategists, Editors, Writers, and Community Managers as well as Art Directors, Visual Web Designers and Producers bringing the content to life on the web and across social and other digital channels. In addition to the core editorial team, Dias Grandiosos leverages Captura Group’s network of bloggers and social influencers to amplify our content offering.”<\/p>\n

[comillas]We are using online video content as part of our media buy to drive awareness for participating brands.[\/comillas]<\/p>\n

Get them to buy<\/h2>\n

Ultimately content marketing efforts have the final goal of having consumers buying the product. That is where
\nKellogg\u2019s Family Rewards program comes in .\u00a0Kellogg\u2019s Family Rewards is\u00a0a loyalty program that rewards people for buying Kellogg products and offers valuable coupons and promotions from the brands they know and trust. Dias Grandiosos supports and amplifies Kellogg Family Rewards through culturally relevant content and integrated digital touch-points including the website, social, and email.<\/p>\n

Paid Media to support the program<\/h2>\n

The Dias Grandiosos platform is supported through an integrated digital media program to build awareness of the brand and its associated offerings by reaching Hispanic women in environments where they are; as well as Facebook media to engage with them around content offerings that are dear to their hearts.\u00a0Currently we are using online video content as part of our media buy to drive awareness for participating brands.<\/p>\n

The results so far<\/h2>\n

Dias Grandiosos just launched so it is still early to talk about the results:”Given the recent website launch, web audience numbers are not currently available,” says Rivera.” “We are proud to share that the Dias Grandiosos community on Facebook totals over 96,000 fans (as of April 28, 2014).”<\/p>\n

[ctahfb]<\/p>\n","protected":false},"excerpt":{"rendered":"

Kellogg’s, recently launched a new Spanish language content marketing program called Dias Grandiosos with Latina women as a target. \u00a0What are the content challenges \u00a0 a Hispanic content marketing program needs to meet? What are the main objectives and the resources that have to be put behind it? We talked to Christopher Rivera, associate director of Multicultural Brand Marketing at \u00a0Kellogg’s to find out.<\/a><\/p>\n","protected":false},"author":2,"featured_media":18577,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[175,79],"tags":[3229,3228,3114],"yoast_head":"\nInside Kellogg's Hispanic Content Marketing Program<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/content-marketing\/inside-kelloggs-hispanic-content-marketing-program\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inside Kellogg's Hispanic Content Marketing Program\" \/>\n<meta property=\"og:description\" content=\"Kellogg's, recently launched a new Spanish language content marketing program called Dias Grandiosos with Latina women as a target. \u00a0What are the content challenges \u00a0 a Hispanic content marketing program needs to meet? 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