Creative marketers are launching new efforts to reach the Latin American community. Marc Speichert – Chief Marketing Officer, L’Oréal USA – worked with Telemundo to launch a novela fan club.

“HISPANICS ARE spending more time than non-Hispanics on social media. We have also seen that the telenovela phenomenon is pretty universal among Hispanic consumers. In March, we established a website, We had a projection for how many members we were going to get in the first three months — 5,000 — and we have exceeded the expectation fivefold.”

A version of this article appears in the July/August 2011 issue of Fast Company.

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