Hispanic/Latinx Influencer Case Studies
BJ's, T-Mobile, and Budweiser are three distinct brands that have used Hispanic/Latinx influencers in their product marketing.
CASE STUDY: T-MOBILE
- T-Mobile is currently headquartered in the United States.
- There are 33 million Hispanic smartphone users in the United States.
- T-Mobile initiated a campaign to increase its share of this audience.
- The focus of the campaign messaging was on Hispanic's sentiment towards social media and music. It centered its message around the Premio Lo Nuestro ("PLN"), a music awards entertainment program.
- Univision's role in this campaign was to provide several avenues in unlimited ways to pass their message. They employed "influencers, nominated megastar talent, and custom social elements."
- Additionally, the hashtag #PLNilimitado was utilized, which was shared with the influencers' 60 million fans.
- The messaging during the event spread to the "Magenta Carpet" as influencers distributed live content.
- This resulted in the following:
CASE STUDY: BJ'S
- BJ's is located in the New England region of the United States.
- It has been advertising and targeting the Hispanic community within the United States through its messaging/marketing efforts.
- Its marketing team was searching for a new means to connect with Hispanic consumers.
- BJ's partnered with UCI's local avenues on social media, such as influencers.
- BJ's collaborated with their primary vendor partners, Unilever, Pharmavite and P&G.
- The main messaging focused on the value that BJ's and its vendors offer and the quality of their products.
- This partnership with influencers was primarily targeting Miami and New York.
- The campaign included two different influencers from the Univision Creator Network and a radio on-air personality from UCI.
- The Univision Creator Network serves as the United States' largest Hispanic influencer network, and it received Digiday’s Best Influencer Marketing award in 2017.
- This campaign began on Black Friday, persisting into the new year.
- Each influencer tailored its messaging to satisfy the three vendor partners, as well as BJ's Wholesale Club principal targeted customer segments.
- The videos created garnered about 618,000 views.
- A more than 97% increase of in-store purchases at the New York and Miami locations.
- About 29% of those engaging with the campaign were converted within 0-3 days, which surpassed the segment benchmark.
CASE STUDY: BUDWEISER
- As a sponsor in the 2018 FIFA World Cup, Budweiser is a globally recognized brand.
- It is located in the Southern region of the United States.
- It sponsors several sporting events.
- Budweiser created a buzz by launching an "Instagram-based influencer marketing campaign" for its FiFa World Cup sponsorship.
- They sought to engage with as many soccer fans as possible.
- Influencers would film raw reactions as they watched the matches.
- The hashtag was #ReactionChallenge.
- They partnered with the following Hispanic/Latinx influencers:
- Lele Pons created two different videos. She is a former Vine star, YouTuber, singer and actress, and she is Venezuelan-American.
- Rudy Manusco created four videos. He operates as an actor, YouTuber, and Internet personality that is popular because of his comedic content.
- Dani Alves created two separate reaction videos. Alves, who is Brazilian, works as a professional soccer player, and he enjoys a sizable following on social media.
- Fernanda Souza created two reaction videos. Souza is a Brazilian television host and actress that is extremely popular in Brazil.
- This resulted in the following:
By focusing our research on consumer packaged goods (CPG), we were able to identify Budweiser and Charmin as two potential brands that use Hispanic/Latinx influencers after reviewing a Univision report. The content for Charmin merely addressed their efforts to reach the Hispanic community, but we could not identify a case study where they employed influencers to achieve success. We only discovered that the company invested 40% of its marketing in Spanish language networks.
Our research for relevant CPG case studies began by searching for assessments on the products that have influencers in their market reports. We were able to identify a statement that presented several products and identified three CPGs, namely M&M, Coca Cola, and Charmin, in one source and then observed the content. However, the strategy document already presented details for two of them, M&M and Coca Cola.
Next, we searched for social media influencers considered to be the most prominent within their community in an attempt to search for the various goods possibly marketed by them. This approach produced a list of influential individuals and their channels, and some of their experiences with brands from their perspective. Nevertheless, we were unable to identify one that marketed a CPG product.
Afterward, we searched through media sites such as Forbes and the NY Times to identify any reports that addressed the use of Latinx/Hispanic influencers in CPG marketing. We came across an article on Forbes that discussed how marketing is evolving, while others focused on the importance of practicing authentic messaging in marketing. Additionally, we found another piece on MediaKix that addressed how a FIFA sponsor partnered with these influencers.
Finally, we searched through social media links/reports on social media activity of some known CPG brands in an attempt to triangulate a case study. Nonetheless, we were unable to identify the case studies using this research strategy. The products would have extensive messaging/tags/posts and would not be easy to synthesize.