How CafeMom Plans to Cater to Millennial Latinas

Big backing for mobile-first site Vivala

CafeMom is expanding beyond moms. The media company today launched Vivala, a mobile-first platform catering to millennial Hispanic women.

The user-generated platform will be run by editor in chief Zuania Capó, who previously served as executive editor for People en Español and Siempre Mujer. The need for a mobile-first platform is a personal one for Capó, a Puerto Rican immigrant.

"I need to be connected to my people," she told Adweek. "I want to know what's happening with my aunt in Orlando and what's going on with my family in Puerto Rico."

Capó explained that CafeMom—which had been serving Latina mothers with MamásLatinas, a site averaging 4 million unique visitors a month—had been looking to get into the millennial Latina space since November. "They saw that void; they saw that there was a need for real content for millennial Latinas," she said.

Vivala will span a wide array of topics including style, fashion, beauty, travel, design, lifestyle and wellness, all from a Hispanic perspective. "I really felt that there was a need for this type of content," said Capó.

Vivala will launch with seven "founding creators," all of whom will host their own video series. They include Orange Is the New Black star Jackie Cruz, celebrity fitness trainer to the stars Ary Nuñez, model and fashion blogger Natalie Suarez, and food blogger and lifestyle expert Alejandra Ramos.  "These girls are not bringing just their knowledge and their voices but also partnering with us and helping us promote this project," said Capó.

The launch of the mobile-first platform highlights a growing shift toward digital and mobile platforms among Hispanics. Nielsen's most recent Cross-Platform Report found that Hispanics are spending 39 percent more time than the overall population watching video on their smartphones every month. Last month, Spanish-language broadcaster Telemundo produced an entire Noticiero Telemundo newscast using only mobile devices.

During its beta launch, Vivala has already amassed more than 300,000 unique visitors. "Latinas are coming to the site and telling us, 'This is what we need; this is what we want,'" said Capó.