News Trending

  • ( 3 weeks ago ) Small Business Services For Latino Entrepreneurs by Daniel Ahart
  • ( 4 weeks ago ) Free eBook on Workers Compensation by Georgia Injury Advocates
  • ( 4 weeks ago ) Still Need 2022 Health Coverage?
  • ( 5 months ago ) Family Announces Memorial Services, GoFundMe for Hispanic PR Industry Veteran Joe Ramirez
  • ( 7 months ago ) Embracing our Latino Heritage and Identity with Influential Latin Music Artists #ALEGRIAYBOMBAEEH
  • ( 8 months ago ) Latinx Newswire Launches ‘Celebrate Hispanic Greatness’ Campaign to Honor Hispanic Icons and Pioneers Who Continue to Inspire the World
  • ( 8 months ago ) RockOrange hires Christina Caballero as Public Relations Vice President and Maria Corredor Ospina as Strategy & Business Development Vice President
  • ( 8 months ago ) Sandoval Law Firm Shares the Hispanic Heritage Month Calendar in Texas
  • ( 8 months ago ) Debt.com Celebrates the Hispanic Heritage Month with Various Activities, including a Scholarship
  • ( 9 months ago ) The New York Latino Film Festival Returns September 14 – 19 With 20th Anniversary Celebration of ‘Raising Victor Vargas’
  • ( 9 months ago ) Georgia Has a Sizeable Immigrant Community, Much of Which Hails from Mexico
  • ( 9 months ago ) Daniel Ahart Tax Service Shares the Hispanic Heritage Month Calendar

Hispanic PR BlogHispanic PR Blog

Your Complete Source for Hispanic Public Relations & Social Media Insights

  • Home
  • News
  • Hispanic Heritage Month
  • About Us
  • Contact Us
  1. Hispanic Social Media Insights
  2. Are Multi-Brand Programs An Effective Way To Engage Hispanics Digitally?
Hispanic PR Blog

6 Apr, 2012 0 Hispanic Social Media Insights 0 Hispanic Marketing / Hispanic social media

  • tweet
Are Multi-Brand Programs An Effective Way To Engage Hispanics Digitally?
  • Share via Facebook 
  • Share via Google 
  • Share via Twitter 
  • Share via Email
  • Share via Reddit 
  • Share via Tumblr

Did you hear about Nestle’s recent launch of Construye el Mejor Nido(“Create the Best Nest”), a new communications platform to reach the U.S. Hispanic market? Maybe you’ve seen or visited Unilever’s Vive Mejor (Live Better) program, a similar cross-platform effort to engage Hispanics around various Unilever brands. If you haven’t noticed, there has been a growing trend over the last five years among consumer goods companies to launch Hispanic multi-brand programs. Here is a brief summary of some of the larger Hispanic multi-brand platforms currently in market:

So what exactly are these multi-brand platforms? Simply put, they are efforts by companies that own and market multiple brands – think Proctor & Gamble – to collectively market a suite of brands together. We’ve all seen ads for Cheerios on TV. The multi-brand platform approach is when General Mills (the owner of Cheerios) pools all their major brands – such as Betty Crocker, Green Giant, Hamburger Helper, Nature Valley, Progresso, Yoplait and Cheerios – under a big umbrella brand. Sometimes that umbrella brand is the corporate brand – e.g., Kraft, Nestle, or S.C. Johnson. However for most of the Hispanic market efforts, the trend is towards creating a culturally relevant, unique Hispanic umbrella brand – such as Orgullosa or Que Rica Vida.

So what is the opportunity and benefit afforded by a Hispanic multi-brand program? The two biggest opportunities are cost-efficiency and cultural relevancy. Pooling marketing resources is a very attractive option for brand portfolios because developing unique brand platforms can get expensive. This is one of  the reasons brand portfolios exist to begin with. This is particularly important when it comes to Hispanic marketing, where budgets are often limited, or nonexistent. In particular, a multi-brand platform provides an opportunity for smaller brands – with smaller, or no budgets – to share resources with larger brands. By pooling brand marketing resources, many companies are able to invest the resources necessary to create a truly relevant cultural platform to connect with Hispanics. Since most individual brands do not have the budget to develop a large integrated cultural communications platform, the multi-brand approach provides the resources necessary to do it right.

The multi-brand program concept was originally rooted in print and experiential environments, as pioneered in the Hispanic market by Sears Todo Para Ti in the ‘90s. Yet as digital – the Web, mobile and social media – has assumed a central role in these platforms, a natural question arises: Do these multi-brand platforms make sense in the digital world?

The answer is a resounding YES. A central tenet of these multi-brand platforms is to focus on providing valuable and culturally relevant content as a way of building brand awareness and affinity and ultimately product sales. The Web and social media are perfect media for content-focused marketing programs. A website, particularly one leveraging a robust content management system, is a potent publishing platform. By artfully integrating social media, brands have a potential for the most widespread distribution system we’ve seen to date to syndicate that content.

However, most of the Hispanic multi-brand platforms in market today are not fully leveraging their potential. This is manifesting itself in limited traffic levels, low levels of user generated content, and content that is not quite providing the utility they could to Hispanic digital users. Most importantly, while some offer English-language content, they have not been able to connect as effectively with acculturated Hispanics.

Where most of the multi-brand platforms are still not fully leveraging the opportunities afforded them digitally:

User-centered design User-centered design principles prioritize the needs of the end user, providing content and functionality that meets user goals. Most of the Hispanic multi-brand platforms are organized around how companies categorize their brands, not necessary the way Hispanics use them.

Content Strategy & Utility All of the multi-brand platforms offer high quality, professional content that is culturally relevant. However, is the content useful and meeting an unmet Hispanic consumer need? I did some very basic Spanish keyword volume research, and most of the multi-brand platforms fail to offer content that is relevant to the most popular search terms. Similarly, users are increasingly demanding and expecting video content online. These platforms should start to embrace a video-first content strategy.

User-Generated Content Getting users to contribute meaningful content on a consistent basis to a commercial marketing program is never easy. Getting Hispanics to contribute content is arguably a bigger challenge. However, I still believe there is a big opportunity to multi-brand platforms to creatively embrace and encourage community content. The potential for engagement and content utility is enormous.

Responsive Design Hispanics continue to outpace the general market in mobile Web browsing and tablet adoption making it imperative that all Hispanic digital programs embrace responsive design. Responsive design is a form of website visual and user experience design where the layout of a website adapts to the viewing environment – one website that adapts to the screen size of a desktop browser, tablet or mobile phone.

Content Distribution Whenever an organization or individual starts producing quality content, they should look to syndicate it. The Web is an increasingly fragmented environment, and it’s critical for multi-brand platforms to make sure their content is where their users are – and that is often not their websites.

Don’t get me wrong I think the aforementioned CPGs are way ahead of the game and on the right track. Brands in other categories should take a page from their CPG colleagues: many elements and opportunities of Hispanic multi-brand platform concept can be effectively applied to other industries, such as beverage companies, financial services, pharmaceuticals, and telecom. The first movers have the advantage now, but followers can build on the learnings of the pioneering Hispanic multi-brand platforms.

SOURCE Jose Villa via MediaPost
  • Share via Facebook 
  • Share via Google 
  • Share via Twitter 
  • Share via Email
  • Share via Reddit 
  • Share via Tumblr

You may also like...

Hispanic Market Facts/Research

23 May, 2012 0 Hispanic PR Blog 0

The Cultural Connection

Hispanic Excellence, Hispanic Organizations News

28 Apr, 2014 0 Hispanic PR Blog 0

Multicultural Media News

2 Apr, 2010 1 Hispanic PR Blog 0

Update your Hispanic Media Lists: AARP magazine increases efforts to reach Hispanic audience by launching Spanish-language, multimedia ‘AARP VIVA’

Hispanic/Multicultural PR Briefs

17 Feb, 2010 2 Hispanic PR Blog 0

Daniel Lopez named Executive Director of Indiana Commission for Hispanic and Latino Affairs

Hispanic/Multicultural PR Briefs, Multicultural Media News

6 May, 2010 0 Hispanic PR Blog 0

The Association of Hispanic Advertising Agencies (AHAA) Committed To Work Closely With Arbitron and Industry on Implementation of Portable People Meter (PPM) Enhancements

Diversity News, Hispanic Organizations News, Upcoming Industry Events

12 Feb, 2013 0 Hispanic PR Blog 0

Florida International University Hosts Hispanic Marketing Communication Conference

HISPANIC HERITAGE MONTH

take-the-quiz-1-300x300

Search

Noticias Newswire

Kia América celebra este mes la venta del Kia número 10 millones en los EE. UU.


Texas Warehouse & Fulfillment Centers Experiencing Serious Work Injuries from Safety Violations (Walmart, Amazon, Costco, Target, etc.)


Latina entrepreneur and leader Susana Marino shares key business tips for female founders


View More

© 2021 Copyright NGL Collective.
Hispanic PR Blog is owned and operated by NGL Collective.

Recent Posts

  • Small Business Services For Latino Entrepreneurs by Daniel Ahart 05/05/2022
  • Free eBook on Workers Compensation by Georgia Injury Advocates 04/26/2022
  • Still Need 2022 Health Coverage? 04/26/2022

NGL Collective Websites

  • NGL Collective
  • Hispanic Kitchen
  • Latina Moms
  • Hispanicize Event
  • EOP Comedy Show

Copyright 2021

Celebrate Hispanic Greatness

×