Multiethnic Ad Campaign
Agency: Lopez Negrete Communications
Client: Dr Pepper Snapple Group
Campaign: Vida23: Sabor a Otro Nivel
Challenge: Engaging bicultural Hispanics—particularly those between 18 and 24—and building an emotional attachment and brand preference are not easy tasks. At the same time, Hispanics represent the biggest opportunity for carbonated soft drinks (42 percent of category growth over the next five years). What would it take for Dr Pepper to reach this elusive target?
Campaign: “Vida a la 23”—Live Life to the 23rd Power—positioned Dr Pepper as the only soft drink that could match the multidimensional lives of bicultural Latinos. And who better to represent this than crossover Latino urban artist Pitbull, who created the song “Vida 23 (Let’s Have a Real Good Time)” to embody the brand. The music extended beyond the song into Hispanic and general market TV spots, as well as to a website, social media, in-store, promotional tie-ins and personal appearances. Plus, the song was included on Pitbull’s first Spanish-language record, Armando, and would be the third single released from the album. It culminated with Pitbull performing the song at the 2011 Latin GRAMMY Awards. “When we first heard the ‘Vida 23’ song he wrote for the campaign, we knew it was a great way to share our message with Dr Pepper fans across the country,” says Andrew Springate, SVP of marketing for the soft drink.
Results: The Dr Pepper/Pitbull relationship resulted in some 4.6 million impressions. More important, while the overall carbonated soft drink category was in decline, Dr Pepper sales to Hipanics rose 1.7 percent during the campaign, while its chief competitors were either flat or down.
Multiethnic Talent in Advertising
Campaign: The Breakfast Project
Challenge: With more people eating breakfast on the go or skipping it altogether, the milk processors needed to defend milk’s role at the breakfast table. Hispanics, whose per-capita milk consumption is higher than that of the general population, would be a point of focus.
Campaign: Mexican-American actress Salma Hayek was signed as the cross-cultural spokesperson. A single universal message—“It’s just not breakfast without milk”—targeted both general market and Hispanic moms. In a nod to the growing influence of Hispanic culture on mainstream America, the general market TV spots incorporate some Spanish language.
Results: Using Hayek got the campaign off to a powerful start. In the first month, more than three-quarters of general market moms indicated they were aware of the campaign. PR efforts helped net 145 million impressions across general market and Spanish-language media, with all stories including milk’s breakfast message.
Multiethnic Media Usage
Agency: Alma DDB
Client: Visit Florida
Campaign: Your Florida Side Is Calling
Challenge: Florida is America’s top vacationland, and its official state tourism marketing bureau knew that to sustain its position, it needed to reach a diverse audience. It identified two underserved targets: African Americans, who would come to see family in Florida, and Hispanics, who would be attracted to the state’s Spanish heritage.
Campaign: Concentrating on the top seven feeder markets—Atlanta, Boston, Chicago, Detroit, New York, Philadelphia and Washington DC—Visit Florida courted African American and Hispanics with $2 million worth of interactive and traditional media. Online, banners were placed on culturally specific sites such as Yahoo Español and Black Voices. A multicultural mobile campaign was behaviorally and contextually targeted. Sponsored traffic/weather forecasts were used on radio stations with large African-American and Hispanic listenerships. Outdoor and print media was also bought.
Results: All creative messaging drove consumers to VisitFlorida.com, which in 2011 received 6.3 million visits; January and February 2012 were the most trafficked months in the site’s history. In addition, based on ad effectiveness studies conducted by SMRI, the 2012 campaign generated a 53 percent awareness level in the target markets, an 8.8 percent increase over 2011.
Multiethnic Interactive Media
Agency: Briabe Mobile
Client: U.S. Marines
Campaign: The U.S. Marines Diversity Campaign
Challenge: The U.S. Marines wanted to increase awareness and recruitment among 17- to 20-year-old Hispanic and African-American males. What would be the best way to reach this target? It’s an audience that lives on their mobile phones: African Americans and Hispanics not only are more likely to own and use smartphones, but they are more than two times more likely than the general market to respond to mobile ads. Finally, because of the Marines’ brand safety guidelines, social media—another way to reach the target—was not an option.
Campaign: Mindshare, the agency for the U.S. Marines, approached Briabe Mobile to take advantage of its expertise in the multicultural mobile space. Briabe, in turn, launched a multipronged mobile campaign to reach the target. Mobile media buys were executed in three areas: sports, entertainment and music. Briabe also developed two separate U.S. Marines-branded mobile radio channels—one each for Hispanics and African Americans. The programming on these channels was based on the results of mobile surveys Briabe conducted among teenagers to determine what songs they listen to.
Results: The campaign raised awareness by connecting with the audience via an authentic experience, according to Briabe Mobile. Over the course of the five-month campaign, the clickthrough rate was 1 percent, exceeding the industry average of 0.6 percent. In addition, the target audiences have listened to more than 2,200 hours of U.S. Marines-branded music.