Walmart announced today an integrated 360-degree marketing and media relationship with Todobebe, Inc, across its Todobebe. As the sole, year-round retail sponsor for the company’s multiple platforms, Walmart will continue to create meaningful connections with one of its important consumer groups, Hispanic moms and families raising children under five years old in the U.S., which also make up Todobebe’s core audience.
According to proprietary research from Todobebe, more than 90 percent of Hispanic moms with children under the age of five want more information on health, safety, food, child behavior and products. To address this need, the strategic media relationship includes relevant content integrations across all Todobebe platforms. An example includes the “Soluciones para Mama” segment sponsored by Walmart on the weekly TV show, ‘¡Viva La Familia!’ airing on Univision Network. Additional integrations are being developed for moms across Todobebe and Viva La Familia radio, online, events, print, and mobile applications.
Walmart first joined with Todobebe in 2003 for the launch of the first TV show for Spanish-speaking parents in the U.S. The new multi-media content and initiatives for moms and families rolling out in 2011 draws from years of joint initiatives, and research tied to understanding how to better serve the needs of Hispanic families raising children in the U.S.