High-Profile Names Lend Authenticity to Hispanic Marketing
Vasiliki Marapas — January 21, 2015 — Marketing
References: adweek & business2community
With the purchasing power of the Hispanic market rapidly growing, brands are becoming increasingly invested in targeting Latino consumers.
One of the most successful methods for reaching out to this expanding market revealed itself in CNET's partnership with Latin World Entertainment, the agency founded by actress Sofia Vergara of Modern Family fame. Including high-profile and celebrated names from the Latino community is a way to bridge a gap between brands and their intended audience. In the case of CNET, the collaboration has resulted in a Spanish technology website that's geared toward younger consumers with advanced tech know-how.
The website is the first launch of many; in the future, the network will explore other Spanish-language opportunities in the realms of entertainment and gaming.
One of the most successful methods for reaching out to this expanding market revealed itself in CNET's partnership with Latin World Entertainment, the agency founded by actress Sofia Vergara of Modern Family fame. Including high-profile and celebrated names from the Latino community is a way to bridge a gap between brands and their intended audience. In the case of CNET, the collaboration has resulted in a Spanish technology website that's geared toward younger consumers with advanced tech know-how.
The website is the first launch of many; in the future, the network will explore other Spanish-language opportunities in the realms of entertainment and gaming.
Trend Themes
1. High-profile Collaborations - Brands partnering with high-profile individuals from a specific community to bridge the gap between the brand and its intended audience.
2. Targeting Latino Consumers - Increasing investment from brands in targeting the growing Hispanic market.
3. Spanish-language Opportunities - Exploring opportunities to provide Spanish-language content in various industries like entertainment and gaming.
Industry Implications
1. Marketing and Advertising - Disruptive innovation opportunity: Partnering with influential individuals to authentically connect with target audiences and enhance market visibility.
2. Technology - Disruptive innovation opportunity: Creating specialized platforms or products in the digital space to cater to the tech-savvy Latino consumer segment.
3. Entertainment - Disruptive innovation opportunity: Developing Spanish-language entertainment content to tap into the growing demand and engage with the Latino audience.
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