In a first for the network, Univision has cut a deal with Clorox (brokered by the client’s media shop OMD, a unit of Omnicom) to co-develop cross-platform content for broadcast TV, radio and online.
The content includes a one-hour Univision prime-time special for Jan. 30 entitled “Intimamente…Compartiendo Entre Amigas” (“Intimately… Sharing Among Friends”), featuring celebrity guests—including Victoria Ruffo, Bobby Pulido, Graciela Beltran and Horoscopos de Durango—who will share their inspirational stories and field questions from a studio audience. Ninety-second vignettes will be developed for Univision Radio.
The partnership will also develop an interactive community site, Compartiendo Entre Amigas (Sharing Among Friends), where participants can go to share and comment on stories relevant to their every day lives.
The partnership is based on the insight that “much of what a Hispanic woman knows about running her home is learned from her family and social network,” the companies said in a statement.
Beginning the week of February 1st, branded “Sharing Among Friends” segments will air regularly on Tuesdays on the morning show “Despierta América” (Wake-Up America). Additionally, Clorox will be featured in branded promos running on the Univision Network to drive participation to all platform initiatives.
“Compartiendo Entre Amigas” has a dedicated section that will feature video of the Clorox-branded “Despierta América” segments to compliment blogs and forums.
Additionally, Univision.com is promoting a sweepstakes offering the grand-prize winner a trip to Miami to meet the morning show’s on-air talent.
Commenting on the project, David Lawenda, president of Advertising Sales and Marketing, Univision said, “This year-long marketing partnership will enable Clorox to develop an ongoing dialogue with Latinas by leveraging the strength of the Univision brand and the reach of our media platforms.”
“Compartiendo Entre Amigas is a unique opportunity to connect Clorox brands with the Hispanic consumer in a way that goes beyond traditional advertising,” said Ellen Liu, director of Media, The Clorox Company.