Brands focus on social media to target multicultural groups
Kodak recently launched its first all-digital marketing initiative geared toward a multicultural consumer group. Teaming with Yahoo en Español, “Muestra Tu Herencia” (Show Your Heritage) was designed to encourage Hispanic consumers to share photos online that display their heritage. Kodak created an online mosaic of the images and for each one uploaded, donated $2 to the Hispanic College Fund.
“We’re trying to get the US Hispanic consumer to not only honor their family and friends, but showcase the cultural beauty of the Latin community,” says Vincent Young, the company’s director of brand marketing for the Americas. “Digital seemed to be the perfect platform to do that.”
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