Generating Buzz in Latin America – Captain Morgan “The Island”

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Above: Leading Latin America TV network, Televisa, interviews Captain Morgan and celebrity spokesperson Mena Suvari. The PR campaign generated over 192,000,000 million impressions and over $900,000 in press coverage over the course of 3 months.

As part of Captain Morgan’s global The Island campaign, the Diageo LA&C Public Relations team organized a regional public relations plan including a launch day in Mexico City. The objective of the regional kick-off and ongoing PR Plan was to secure media coverage, increase social media buzz and continue to recruit crews in key target Latin American countries.

Throughout the course of 3 months, BodenPR led the Latin American team in driving earned media and digital engagement, leading up to the big competition on the island of St. Vincent. With a mix of Media Relations, Social Media and Experiential tactics, the LA&C team secured a wealth of media coverage and online conversations about the brand and the campaign in a highly competitive industry.

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Above: Actress Mena Suvari and Captain Morgan pose at regional press launch in Mexico City where over 70 leading journalists and TV personalities were present and over 700 consumers and journalists connected through livestream.com.

The public relations campaign generated significant results including:

  • LA&C countries surpassed the 10% Facebook conversion rate objective of the campaign, achieving an average of 25% conversion, Argentina leading with 67.7% and Mexico following with 22.5%.
  • Over 145 articles/press coverage yielded more than 192,301,227 impressions throughout Latin America in top media outlets including coverage in Revista Joy, Semanario and El Informatorio (Argentina); VM Latino, Diario Extra and Al Dia (Costa Rica);  Milenio TV, Univision.com and Zona Trendy (Mexico) and La Republica, El Comercio and Press Peru (Peru).
  • Secured media coverage represented a total ad value of $925,830.889.
  • On a pan-regional level 80,369,185 impressions were reached by securing coverage in  Glamour Latin America, Harper’s Bazaar, Channel NTN24 and Maxim.
  • An E! Latin America half hour TV segment yielded a total of over 34 million impressions in the LA&C region and an ad value of $120,578.00 including coverage in Peru, Argentina and Mexico.

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Above: BodenPR worked closely with E! Latin America team to secure the right content and Captain Morgan (product and campaign) messaging for the half hour segment that aired throughout the region. Here, E! Latin America hosts interviews Peru team for the E! Captain Morgan “The Island” segment.

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FedEx & Women Entrepreneurs- Innovation in Public Relations

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Above: BodenPR managed and secured a partnership with global NGO powerhouse, Vital Voices, as part of the launch of the Women Entrepreneur Campaign in Latin America. Here, FedEx spokesperson is interviewed by CNN en Español on the company’s initiative.

As part of FedEx’s objective to establish the organization as a corporate social leader in Latin America, BodenPR developed a Thought Leadership program that aimed at strengthening FedEx’s image as an innovative, visionary and reputable company in Latin America by focusing on establishing the importance of supporting, nurturing and growing the female entrepreneur sector in the region.

As part of Phase I of the Launch Strategy, a study was commissioned in order to raise awareness about the importance and explosive growth of the female entrepeneur sector. The study, in partnership with Ipsos and based on numerous one-on-one in-depth interviews with women entrepreneurs and business leaders in Mexico and Brazil, identified several important findings including:

- Growing up in an environment where education and work were highly valued has a positive impact on the careers of women in Latin America

- Extensive hands-on experience in their chosen field was vital in giving them the confidence and the skills to open their own businesses.

- Continuing education is an important tool for ongoing growth in business, especially in subject areas (business management, information technology, innovation) that can directly impact entrepreneurial pursuits.

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Above: Part of the PR campaign included developing a first of its kind study that examined the challenges and growth of the women entrepeneur sector in Latin America. The study and results generated a wealth of press coverage throughout the region.

The results of the first phase of the campaign had a great impact on the brand and BodenPR was able to generate the following results:

- A partnership with global powerhouse Vital Voices as they entered the Latin American region with their newly launched BusinessWomen’s Network

- Participation in high profile Vital Voices panel discussion in Mexico City where FedEx built extensive relationships with the leading political, business and social leaders in the country.

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Above: FedEx participates as key panelist at launch of Vital Voices BusinessWomen’s Network in Latin America.

- Goodwill and endorsement from the region’s leading media outlets by supporting the message of enabling women to become change agents in their governments, advocates for social justice, and supporters of democracy and the rule of law.

- In addition, the campaign generated interest and endorsement from key regional channels of trust such as CNN en Espanol. On the TV channel’s leading women-focused show, titled NotiMujer, a key FedEx spokesperson addressed the growing force of female entrepreneurship and FedEx’s commitment to the sector to an audience of more than 15 million viewers throughout Latin America and the world.

As a result of the success of the first year of this compaign, FedEx garnered the continued support of Vital Voices and will, together, continue to develop trainings, mentorship programs and in depth studies and insight that will continue to equip women with management, business development, marketing, and communications skills they need to expand their enterprises, help to provide for their families, and create jobs in their communities.

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Attack on Anorexia: Reaching and Empowering Latinas

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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 .

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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.
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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.

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  • 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.
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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.”

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Living La Vida Deliciosa – Targeting Bi-Lingual Latinas

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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.

arroz con Pollo NuevaCocina1 225x300 Living La Vida Deliciosa – Targeting Bi Lingual LatinasAbove: 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.

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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.”

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The NFL –Futbol Americano fans, a Force to be Reckoned With

FutbolAmericano09 1901 The NFL –Futbol Americano fans, a Force to be Reckoned With

By Tiffany Barranco and Natalie Boden

Here at the office we are huge fans of the NBA’s year round Hispanic campaign titled ‘enebea’ (the Spanish language pronunciation of ‘NBA’). They recently launched a series of spots – airing on both English and Spanish language network TV- communicating how NBA Latino fans store up their energy specifically for the NBA season. The spots, titled “Guarda Tu Pasión” (“Save your Passion”), show how the NBA truly knows their market – the campaign is fresh, full of passion and terribly clever.

As big fans of this campaign, we were definitely intrigued with the recent Hispanic outreach the NFL rolled out. It definitely shows a clear investment in the U.S Hispanic market, but we’re surprised that their biggest effort is mainly during Hispanic Heritage Month. It would be fantastic to see it year round. e-ne-fel?

Some of the pretty neat major media plays they rolled out included:

(1)    Language. The word ‘de’ was on the teams’ official names: The rivalry between the Dolphins de Miami and Jets de Nueva York was broadcasted for the first time ever in Spanish on Telemundo, the second-largest Spanish-language content producer in the world. ESPN also aired the game in English, but had the names of the teams on the screen in Spanish.

(2)    Celebrities. The national anthem was sung by an all time Hispanic legend, Gloria Estefan: Also featured was Marc Anthony, together with Fergie of The Black Eye Peas, singing the national anthem, and Gloria Estefan introducing Enrique Iglesias for the special halftime performance.

(3)    Broadcasters. Broadcasters attempted their luck by saying a few words in Spanish – we nearly fell out of our chairs in shock when one of the broadcasters attempted to say the names of the teams in Spanish. What a great effort!

Efforts didn’t end there; perhaps it is their Miami location that lends a certain deeper understanding of the importance of the Hispanic audience, but the Dolphins joined forces with Univision Radio Miami to broadcast games in Spanish in an attempt to reach their Spanish-speaking fans. ESPN Deportes also got in on the action, launching its Fanatico Latino, an integrated marketing campaign to honor Latino sports fanatics in general.

You see, Hispanic fans are on the rise: According to Reuters, 25 million U.S. Hispanics watched the NFL regular-season games in 2008, with 64.4% of English-speaking Hispanics saying they watch football. Some just love the fanfare and atmosphere, and others really just love American football. And in Mexico, NFL fans have been growing steadily, as Kevin Baxter from the L.A Times reported this year.

So what are the implications of these new U.S Hispanic campaign efforts?  No matter the reason, it is clear that a passion for sports results in a massive consumption of sports-related goods, and it seems that the brands and sports truly committed to the U.S Hispanic market no longer wish to miss out on an ever-growing market with huge potential for profit.

GOOOOOOOOOOOL vs. Touchdown! perhaps? Maybe we should ask Andres Cantor to narrate a game. Take a look at how the game of chess has hired him in this Geico spot. It’s superb.

It does indeed look like Fanaticos Latinos are a force to be reckoned with.

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