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MARK ADDICKS: When we identified Hispanics as a
shopping force in the marketplace, it
changed a lot of things.
I've seen our Hispanic work go from superficial to really
singularly focused on the brand
champion and how she thinks.
RUDY RODRIGUEZ: Our research shows that Latinas have
different shopping practices, habits, and also just
preferences for our products.
And in some cases, they may not be as familiar with our
products as some of the general market consumers.
And that's why we decided to launch QueRicaVida to develop
a meaningful tool to help Latinas
navigate life in the US.
HEATHER REID: We started doing primary research to better
understand the Hispanic digital landscape, as well as
really what our Hispanic user needed when she went online.
Health, parenting, education, and food and recipe
information were the things that she
really needed to find.
So that was the insight that really led to our strategy of
relaunching our QueRicaVida digital initiatives centered
around these four pillars and providing him that one-stop
shop for information and resources.
RUDY RODRIGUEZ: We are effectively
reaching Latinas online.
And we know this is an important place to be, as the
major growth online is coming from Latina consumers.
HEATHER REID: Facebook, Twitter, and YouTube are
important parts of our digital strategy.
We also know that she's spending a lot of time with
mobile technologies, which is what led to our iPad app that
we released this past October, the QueRicaVida Recetario.
RUDY RODRIGUEZ: I think the biggest surprise is just the
strong receptivity we've received from the community.
We've talked to many Latinas online and Latina bloggers,
and the strong desire to get more information that's
in-language and culturally relevant.
HEATHER REID: Everybody knows that reaching Hispanics online
will continue to grow in importance.
They're coming online more and more each day.
They're reaching mainstream levels in terms of penetration
and usage of digital technologies, you know mobile,
they lead the pack.
RUDY RODRIGUEZ: Many marketers, including
ourselves, have just begun to scratch the surface.
And we really want to do more with Google to develop new
ways of reaching this consumer in the future.
MARK ADDICKS: We market to all of America.
Hispanics are playing a very primal role in this culture in
defining it and shaping it.
And we want them to be our brand champions.
And we want to win.
We want to be the best at marketing to them.