DirecTV’s Latest Marketing Play Is a Latinx TikTok Creator House

When Eva Longoria reached out to a group of Latinx influencers for help marketing her tequila brand, Whalar director Jake Rosenblatt was reminded of just how powerful the creator economy is in 2021. “It’s 100% emblematic of where the world of social is today,” said Rosenblatt, who handles the agency’s DirecTV account. “We’re seeing a shift happen in the industry, and creators are more trusted than ever before.” https://www.tiktok.com/@familiafuego/video/7042844867294383407?_d=secCgYIASAHKAESPgo8L8X4HiLXVejP%2BxOoYge0VDpfQltWxnCJbnbPa1SGkTzsAmPhiH5%2BMZ1pV3dZWeRZMEjtSbJ7XE7q0m7KGgA%3D&checksum=3264b728c5af35cbe1f0ceb6428efd2364769e5312c3fa820abd6f112077fe1b&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAtpBA7rMHdj6cUclcX0vLAERHVyhQ3dOw2ET3u17cEVH-DhhlpR9h_EoWgUwUJ-_D&share_app_id=1233&share_item_id=7042844867294383407&share_link_id=0B359801-E7C4-4DA8-81D9-E9076614DE13&source=h5_m&timestamp=1640038193&tt_from=copy&u_code=dbe9j1fk1a821f&user_id=6807280103392003077&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1 In today’s social climate, influencers are in control of consumer habits and purchasing decisions, and the world’s top talent and brands are taking note. When developing a Gen Z-focused strategy for her brand Casa Del Sol, Longoria tapped a group of five influencers—Alexia, Jesus, Isabella, Leo and Monica. These creators make up Familia Fuego, a new content house created by Whalar influencer marketing agency and its client, DirecTV. This is the second installment of DirecTV’s effort to uplift diverse creators—earlier this year, the brand sponsored Crib Around The Corner, the first-ever all-Black creator house in Los Angeles. “Familia Fuego allows us to engage with audiences beyond the traditional media channels while also increasing representation for Latinx creators both in front of and behind the camera,” said Vince Torres, chief marketing officer of DirecTV. Building brand affinity for DirecTV Familia Fuego came at the right time for the entertainment company, as it rebranded from AT&T TV to DirecTV in late August. Since launching in September, Familia Fuego has surpassed 100 thousand followers, and the influencers span more than 5 million followers on their individual accounts. In the house, the creators have access to tools and technology that has given their content a more professional look. “They went from making content in their bedrooms to having green screens and LED walls,” said Rosenblatt. “We want to continue to provide them opportunities to achieve their goals as actors, filmmakers and show writers.” https://www.tiktok.com/@familiafuego/video/7039153544108264710?_d=secCgYIASAHKAESPgo8tnngbD5m7iFB46LYRfNUTGCVBXb79FQEZm9f7mMLENEr4VbOC9txr5zLyWjVbLeQg%2BSbJYuGURiX8BV9GgA%3D&checksum=ef43c58a7225009ddd2208e6ee3bb1a0d4ff51ddea97b2282d0accd85504c23c&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAtpBA7rMHdj6cUclcX0vLAERHVyhQ3dOw2ET3u17cEVH-DhhlpR9h_EoWgUwUJ-_D&share_app_id=1233&share_item_id=7039153544108264710&share_link_id=D4867731-A3BE-4A6E-AC66-4CEA2F21603E&source=h5_m&timestamp=1640269853&tt_from=copy&u_code=dbe9j1fk1a821f&user_id=6807280103392003077&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1 Apart from creating a channel that taps into a new group of diverse consumers, DirecTV is also uplifting the players that it believes will eventually make it onto its network shows. According to Rosenblatt, a main goal of the project is to “build brand love” for DirecTV among the next generation of on-screen talent. “TikTok stars are going to be the eventual filmmakers, TV writers and showrunners that are going to be featured on their channels,” he said. “Understanding that ecosystem and engaging with those creators at an early stage is where the world of opportunity was.” Fueling Famila Fuego Familia Fuego wouldn’t have been able to resonate with the right audience if it relied on paid promotions. The house’s page has fostered organic attention on TikTok by launching its own Jersey Shore spoof called Fuego Shore, partnering with other celebrities like George Lopez and Eugenio Derbez and creating content that both the Latinx and larger TikTok community genuinely enjoys. https://www.tiktok.com/@familiafuego/video/7039861800678247727?_d=secCgYIASAHKAESPgo8jQQy4GoMmVN7VKKvNY7JCJBRZFI%2FIHbN8qoBaYY6PyP7gFGMyojHa7O%2BInw4LOmvMl%2F%2FU9RRawUKlbygGgA%3D&checksum=964ef34f8acf5d3dbfb541a9b9f230a0d8fe9a98af26349bd22da5f0be488946&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAtpBA7rMHdj6cUclcX0vLAERHVyhQ3dOw2ET3u17cEVH-DhhlpR9h_EoWgUwUJ-_D&share_app_id=1233&share_item_id=7039861800678247727&share_link_id=847DDC7F-ED1C-43EA-B106-51CEC3337977&source=h5_m&timestamp=1640038372&tt_from=copy&u_code=dbe9j1fk1a821f&user_id=6807280103392003077&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1 “These creators obviously have their own followings and are prominent on TikTok, but they’re able to bring together a realness that has a strong pull and impact specifically within Latinx viewers and consumers,” said Rosenblatt. Using influencer marketing for sponsored content studios, opposed to tapping individual influencers to promote a specific product or service in a one-off video, is a concept Rosenblatt expects more brands and agencies will adopt. “People are going to catch on soon and implement a similar thing,” he said. “I would like for us to climb up the ranks and do better than them.”