Image: Public domain via Pexels
While many research studies have been conducted to analyze data on the most effective platforms for reaching different groups of consumers, the economic power of today’s Latino consumer is no secret. Brands and social media influencers are collaborating to market products on social platforms.
“Many Latinos are both empowered consumers and influential co-creators in the digital age – that is an exciting and powerful combination,” explains Maria Cabo, Digital and Multicultural Strategist.
An August 2016 Nielsen report states that at nearly 57 million strong, Hispanics represent almost 18% of the U.S. population. What’s more, this demographic is expected to account for 24% of the population by 2040 and 29% by 2060.
A study by Acosta Sales & Marketing and Univision Communications, also from August 2016, reveals that U.S. Hispanics are spending more on consumer packaged goods.
Brands are Working with Micro–Influencers
Of course, brands and agencies are taking notice, but the age of information has also ushered in an era of hyper-connectivity, co-creation, and cynicism on the part of the tech-savvy consumer. With that in mind, many forward-thinking companies are turning to an approach that is coming of age and is becoming a must-have …
The Smile – Meeting Tyannah
As I’ve learned in the advertising business, you can tell a lot from a smile. When I first came across Tyannah’s friendly expression; I knew she was a perfect match for my client’s campaign.
While working on one our agency’s CPG client’s accounts, on a task that admittedly can be a tad laborious, it is the rare persona whom I encounter who makes an impression on me right off the bat. It’s nothing personal; just that on an average day I may review hundreds (if not thousands) of individuals to find just the right person to work with our cherished, globally-renowned brands.
Upon successfully contacting the owner of that grin, Tyannah, and several pleasant exchanges, my agency (Nativa) gladly agreed to send her a few of our brand’s newest products for her to try on her brilliantly curly, long hair. Within a week we were pleased to see that she had created an experience video using our client’s curling mouse and styling putty on her Instagram page. ‘How nice!’ I thought, as I was accustomed to seeing our fans sharing our product, and at times getting several hundred Likes on these posts. Our team
A few weeks ago the Nativa team had the pleasure of hosting and interviewing Kathy Cano-Murillo, also known as The Crafty Chica as well as her daughter Maya Murillo from Maya in the Moment about how to approach a blogger/influencer for a campaign. We wanted to know from their perspective the best ways to successfully approach an influencer. We asked a series of questions regarding this topic and the successful mother-daughter pair had many significant insights to share regarding the approach, type of audience, brands, and experiences.
Why should a Brand Campaign Consider working with a Latina Influencer?
We started off by asking the pair from their experience as brand owners and creators, why do they consider there to be value and importance in Latina voices in the blogging world? Kathy responded that the value comes from being able to reach a Hispanic target market without having to rely on tactics that were used decades ago such as relying on buying Spanish language ads that may or may not come off as stereotypical. She told us that by infusing the Latino culture organically, a campaign comes off as more natural. Maya added that for many younger Hispanic influencers today …