C A S E S T U D I E S

Transcription

1 CASE STUDIES

2 FOOD

3 GENERAL MILLS Qué Rica Vida TIMING: CHALLENGE: Deliver a high-value digital property that would serve as a primary connection point between General Mills 20 integrated food brands with bicultural Latinos. SOLUTION: We transformed the brand into a publisher through an online destination called Qué Rica Vida. We developed a brand persona and built a digital ecosystem through digital, social, influencer and celebrity content.

4 GENERAL MILLS Qué Rica Vida 5% LIFT IN HOUSEHOLD DOLLARS SPENT FOR 5 GENERAL MILLS BRANDS. 6.3M VISITORS/MONTH 9 QUÉ RICA VIDA RANKED AMONG TOP 9 U.S. LATINO WEBSITES.

5 HASS AVOCADO BOARD #SaboreaUnoHoy #HealthyForGood TIMING: February April 2017 CHALLENGE: Promote Hass avocados as a key ally in a heart-healthy diet for Latinos. We needed to deliver creative ways and brand ambassadors who would celebrate the health benefits of avocados while staying compliant with FDA and American Heart Association regulations. SOLUTION: Hispanic Kitchen created a landing page and a series of videos, memes, and articles featuring Hass avocados with a focus on heart healthy messaging. We recruited trusted brand ambassadors including journalist and Telemundo news anchor María Celeste Arrarás to tell our story.

6 HASS AVOCADO BOARD #SaboreaUnoHoy #HealthyForGood 12.2K SHARES 24.1K REACTIONS 1M VIEWS 1.1K COMMENTS

7 TRAVEL & ENTERTAINMENT

8 STARWOOD HOTELS Stay As A Local TIMING: CHALLENGE: Build brand awareness and affinity among U.S. Hispanics and Latinos for Starwood s Aloft brand, which was relatively unknown and underperforming in key markets in U.S. and South America. SOLUTION: We developed the Stay As a Local campaign that delivered travel content sourced from bloggers and journalists and edited to maintain the brand s voice. User-friendly websites were built to offer not only destination information, but also themed itineraries (like the most memorable bachelorette party) and hyper-local things to do.

9 STARWOOD HOTELS Stay As A Local 79 PROPERTIES ADOPTED THE CAMPAIGN 13 DESTINATIONS COVERED 9 STARWOOD BRANDS INTEGRATED INTO CAMPAIGN

10 LUIS FONSI Despacito TIMING: CHALLENGE: Capitalize on Luis Fonsi s social media following and fan base through rich, monetizable content. SOLUTION: Transformed Luis Fonsi into a digital publisher, with original and curated content that exponentially grew his following and engagement.

11 LUIS FONSI Despacito 20.1M PAGE VIEWS GENERATED 10.3M USERS 1.4K POSTS CREATED

12 LUIS FONSI Despacito Spurred the viral distribution of hit song "Despacito" through curation of covers and dances around the song. 600K LIKES 56K SHARES 28 POSTS 2.7M USERS

13 LUIS FONSI No te pertenece 11M VIEWS TO DATE NO TE PERTENECE Managed the exclusive worldwide release of the acoustic version of "No Te Pertenece"

14 RETAIL

15 WALMART Christmas 2017 TIMING: November December 2017 CHALLENGE: Promote Walmart as the destination of choice among Latina moms during the holiday season and highlight exclusive gifts available in-store and online. SOLUTION: Working with a celebrity ambassador, we produced a branded landing page with video and written gift guides tailored to every member of the family.

16 WALMART Christmas M REACH 200K VIDEO VIEWS

17 DISNEY COCO TIMING: January February 2018 CHALLENGE: Promote the release of Coco on DVD and Blu Ray among Latino families. SOLUTION: We worked with 9 mom influencers and a kid chef to create lifestyle and inspirational content that promoted Coco s main message of the importance of family forever.

18 DISNEY COCO 1.7M IMPRESSIONS 43K ENGAGEMENT 300K VIDEOS TO VIEW

19 OWNED PROPERTIES

20 HISPANIC KITCHEN TIMING: CHALLENGE: Revamp Hispanic Kitchen to make the site more user-friendly and functional. SOLUTION: We surveyed Hispanic Kitchen s 1.3M followers and learned what was most important to them as they navigated the site and engaged with our content.

21 HISPANIC KITCHEN VALUE HELP USERS ACHIEVE THEIR OBJECTIVE WHEN THEY VISIT MEANING ENSURE THE OUTCOME OF THEIR EXPERIENCE WAS MEANINGFUL ENGAGEMENT DELIVER A FUN AND STRAIGHTFORWARD USER EXPERIENCE