Category Archives: Pink Tank – Marketing to Latinas
Delta Dental: Increasing business in Miami – A PR Case Study
Above: Delta Dental’s Community Relations initative developed by BodenPR included La Feria de las Sonrisitas which brought to life el Ratoncito Perez, the Hispanic tooth fairy. The campaign helped Delta Dental generate awareness, trust and goodwill in the South Florida market and, at year end, built additional business and revenue for the brand and local sales team.
As Delta Dental’s Hispanic PR agency of Record, BodenPR was tasked with developing a public relations campaign aimed at increasing the insurance company’s business in the U.S Hispanic market, starting with South Florida. As such, BodenPR developed a two pronged approach: (1) Developing a thoughtful Community Relations program in order to drive earned media/press coverage and trust in the brand (2) Developing a Business Program aimed at strengthening relationships and increasing sales leads.
The elements of the Public Relations campaign included:
- The “Feria de Sonrisitas” (Little Smiles Fair) included a series of entertaining and educational dental health events held throughout South Florida.
At the Feria de Sonrisitas, Delta Dental communicated their commitment to the market by giving free dental health screenings. The campaign reached over 15,000 Miami residents.
- A co-branded partnership with one of the most trusted family brands in South Florida, Navarro Pharmacies, where the events took place.
- Miami’s Little Smile Contest contest, where Delta Dental’s character, the Ratoncito Pérez embarked on a search for the child with the best smile in Miami. The sweepstakes allowed children to be photographed with the Ratoncito Pérez character and be entered for a unique chance to be featured in Delta Dental’s children’s coloring book “Las Aventuras del Ratoncito Pérez” (The Tooth Fairy´s Adventures).
- Visits from the brand’s iconic spokespserson, El Ratoncito Perez to community events organized by local organizations, such as Centro Mater and Miami Children’s Hospital.
- A strong Business Building campaign including participation as expert speakers in key local events and chambers.
The public relations campaign generated significant results including:
- Press coverage that secured 6,956,478 impressions and an ad value of $469,512.00
- A one on one television interview with Delta Dental spokesperson on the city’s leading morning show – NBC 6’s Live Miami
- Several one on one radio interviews including those on La Poderosa and Cadena Azul
The Delta Dental campaign developed by BodenPR generated a wealth of press coverage in the local Miami market. Here, Delta Dental spokesperson on local NBC/Telemundo affiliate.
The campaign included a highly targeted sponsorship campaign that aimed at building business in the South Florida market.
- Developed strong relationships with key Miami-Dade community, political and business leaders
- Reached over 1,000 business professionals and community influencers
The Feria de Sonrisitas campaign aimed at educating the community and making dental hygiene fun, received endorsement from key Miami leaders. Here, Delta Dental's leadership team with Commissioner Bovo.
- Developed a strong relationship with Miami-Dade County Public School System, establishing a base for the launch of a 2012 school program, featuring El Ratoncito Perez
- Reached over 1,300 Hispanic consumers at several key business events
- Delta Dental was named the 2011 Diamond Circle Member of the Year award. The award recognized the impact that Delta Dental has made within the Hispanic community and business community of South Florida in the past year.
Delta Dental recognized for outstanding achievement in the South Florida community by the South Florida Hispanic Chamber of Commerce
“Delta Dental has been able to make great strides as a community leader in South Florida helping the brand generate good will as well as business in South Florida,” states Solomon Romano, Marketing Manager for Hispanic Markets for Delta Dental. “BodenPR’s insight into the Hispanic market, relationships, strategic thinking and keen attention to measuring ROI has helped us gain marketshare and traction in what is a highly competitive insurance market.”
Attack on Anorexia: Reaching and Empowering Latinas
BodenPR secured the above article and front page story for client in one of Latin America’s leading health and wellness magazines, Prevention.
Oliver-Pyatt Centers, a clinic that treats eating disorders such as anorexia wanted to reach Latin females in the U.S and in Latin America. As such, BodenPR was tasked with developing a message of empowerment and awareness, positioning Oliver Pyatt Centers as the go to source for information on ways to prevent and fully recover from eating disorders.
As agency of record, BodenPR developed a program titled P.S I’m Beautiful, a campaign that aimed at further empowering and educating therapists, mothers and young women in in Latin America and the U.S about the dangers of eating disorders and how to treat them.
The campaign was translated into two different tactics, (1) The Latin America Clinicians Workshop, a first of its kind workshop for nutritionists and psychologists that treat eating disorders in Latin America. (2) A strong Media/Press Relations Campaign.
The P.S. I’m Beautiful LatAm Clinicians Workshop 2011, included the participation of Latin America’s top clinicians who were brought together to discuss new trends in the treatment of eating disorders. Oliver-Pyatt Centers invited clinicians from Colombia, Venezuela, El Salvador, and Guatemala to a two day series of discussion and instruction on the latest, individualized multi-disciplinary eating disorder treatment approach .
Leading therapists in Latin America learn innovative, interactive ways of treating eating disorders at the first Latin America Clinicians Workshop on Eating Disorders.
The Media Relations campaign included reaching out to the most trusted channels of trust of the mothers and clinicians that help treat eating disorders.
The media relations campaign generated significant results including:
- A total of 23 clips with almost 19 million impressions and an ad value of approximately $250,000.
Oliver Pyatt Centers nutrionist in exclusive CNN en Español interview that broadcasts into over 15 million households in the U.S and Latin America.
- Print and online coverage secured included Prevention Magazine, UnivisionSalud.com, El Nuevo Herald, and The Miami Herald, among others.
- Lengthy, one on one television interviews were secured on leading local medical/health segments including ABC Local 10 and CBS 4 Health Watch, among others.
- National television coverage was secured on Despierta America, Primer Impacto, and CNN en Español.
Oliver Pyatt Centers featured on leading Spanish language morning show, Despierta America.
“BodenPR understood the importance and urgency of empowering and educating Latinas”, states Vicky Kroviak, co-founder of Oliver Pyatt Centers. “They understood the media and channels of trust that would be key to disseminnating our message. I highly recommend their work and commitment.”
Living La Vida Deliciosa – Targeting Bi-Lingual Latinas
Above: The Living La Vida Deliciosa campaign targeted bi-cultural Hispanic females (for endorsement on taste) as well as General Market foodies (who enjoy exploring new cultures and foods).
In an effort to increase sales of their gourmet quality, 100% natural, packaged Latin cuisine, Nueva Cocina Foods hired BodenPR to develop a PR campaign that focused on obtaining press coverage and endorsement from the nation’s leading food & beverage, parenting, female & lifestyle media outlets and bloggers. The objetive was to reach the key channels of trust that influence the purchase decisions of both general market foodies and bi-cultural Hispanic females.
Above: Nueva Cocina Foods appeals to the female consumer that is looking for high quality, all natural, convenient products. Some products are traditional (Rice and Beans, Chicken and Rice) and some are new including gluten-free products.
In order to develop a campaign that was compelling to both different target markets, BodenPR studied the two audiences carefully, taking a close look at what made them different and focusing on their several similarities. Whereas the general market target enjoys exploring new cultures and foods, the bi-lingual Hispanic female is proud of her heritage and is multicultural. Together though there were common denominators that set the tone for the campaign: a love for the Latin culture, a desire for authentic, high quality and convenient product offerings, and an enormous buying power.
BodenPR fused both essences and developed Living La Vida Deliciosa, a campaign that celebrates the rich heritage, delicious tastes, aromas and bold colors of Latin Foods. In addition, Living La Vida Deliciosa also embraced the following messages:
- Delighting in the small things
- Celebrating life, celebrating yourself
- Gathering and sharing delicioso moments with family and friends
- Adventure and discovery – Trying new things
- Living passionately, bold, and inspired
- Bringing amor y sabor into the kitchen
One of the offline tactics aimed at driving traffic to the company’s social media communities included a mailer, aimed at the top channels of trust, including the media, movers and shakers, twitterlebrities, influencers and bloggers. Each mailer included a product sample, a recipe and a bamboo kitchen utensil with a special, unique message in it that communicated both elements of the Nueva Cocina product as well as the Living La Vida Deliciosa campaign.
Each mailer also included a recipe that would form part of the Little Book of Delicioso collection, a series of traditional Latin recipes with Nueva Cocina Flair.
The mailer continues to reinforce bilingual messaging with The Little Book of Delicioso.
“We wanted to make sure that Nueva Cocina Foods was well positioned in the healthy, convenient, gourmet Latin Foods category,” said Celeste de Armas, President and Co-Founder of Nueva Cocina Foods. “It was very important to choose a partner who would help us increase our brand exposure – and BodenPR’s expertise in the general and Hispanic female markets made them the right fit.”
Hispanic Heritage Month – Reaching Latina Moms
The majority of times when we speak about heritage we think of our language, our religion, our food and other customs. What about the cartoons/characters we grew up with? Chapulin Colorado, Cepillin, Topogigio? Are they part of our heritage? We like to think they are, since they conjure so many childhood memories, values and general characteristics of what being Latino means - wittiness (we are humble too;), a general joie de vivre and great comraderie.
And from a marketers point of view, as we reach out to Latina Moms, developing campaigns that conjure a nostalgia that push our emotional buttons as purchasers could be very compelling. For example, a few days ago we were in Target and we saw a series of Chavo del Ocho toys (cartoon version of the renown sitcom). We picked it up immediately and purchased it. My son then started to learn all about El Chavo and the myriad characters on the show, including their humor, wit and language – it was an impulse buy, but it encompassed so much for me, a Latina mom: a modern version of the character we loved as children, a Hispanic heritage element and an educational game: perfect mix.
We strongly believe that using timeless brands of yesteryear (with their permission) can result in a highly entertaining and compelling campaign for Latina Moms. A campaign that helps us educate our children, teaches them about the characters we loved as kids and helps us keep language and heritage alive, will always strike a very special chord.
On the topic of characters we grew up with, another favorite one is our version of the tooth fairy: El Ratonsito Perez. It wasn’t a pretty, tutu porting fairy that brought us our little treat for having lost our tooth, it was a mouse. Watch out for the campaign we recently launched for Delta Dental – the Hispanic version of the tooth fairy is going to take over the airwaves! Stay tuned for pictures, media coverage and visits made by el Ratonsito Perez to our very offices.
And on the topic of what we allow our children to watch on TV, we all dream of a channel that shows all the cartoons we grew up with: Abejita Maya, el Chapulin, Topogigio and more. I know I would purchase the cable package in an instant.
Latinas and Social Media
By Natalie Boden, Lauren Gongora and Daniela Morgenstern
Welcome to our first thought piece produced by Pink Tank, innovative thinking for Latinas. These small studies will take an inside look into Latinas and how we are influenced, how we consume media and what moves us. First on our list was an in depth look into Latinas and Social Media.
For this study we chose to look at a wide variety of media entities and platforms that group Latinas – from celebrity pages to special causes – whether the conversations took place on a microsite, Facebook page or Twitter account. It was of great interest to find what we thought intuitively would be there among the leading Latina-focused platforms, but even more interesting what we found was not there. Read on.
Below is a summary of some of the conversations we identified, per entity/group, followed by a few key findings: Continue reading