Motivate and Microsoft presented the strategy and results from an integrated campaign targeting a total Hispanic market at the Multicultural Retail 360 Summit. The summit took place at the San Diego Hilton Bayfront Hotel from August 24-26, gathering top retailers, suppliers and marketing experts who shared insights, experience and research on the multicultural market.
Motivate CEO Trevor Hansen and Microsoft Senior Marketing Manager Victoria Croysdale provided an in-depth overview of how they successfully executed a hyper-targeted and culturally-relevant approach to reach the diverse Hispanic segment. During the 45-minute presentation, Hansen and Croysdale shared the market selection process using geospatial analytics and advanced targeting, the tactics leveraged to reach the total Hispanic market, and the significant results of the pilot campaign.
Microsoft’s fully-integrated campaign included influencer marketing, Spanish-language print media, and digital display advertising to drive engagement and purchase intent among Hispanic consumers. The session focused largely on how the tech retailer leveraged influencer marketing, a tactic that uses key social leaders to drive brand messaging. Motivate engaged best-in-class influencers to authentically and effectively engage Hispanic consumers, build brand perception and drive store conversion. Hansen shared a dynamic, real-time dashboard that was used to optimize social campaign efforts in real-time and deliver performance-driven metrics and analytics.
Other presenters at the Multicultural Retail 360 Summit included Facebook Head of US Multicultural, Christian Martinez; Coca-Cola Director Multicultural Marketing, Seda Pazarbasi; Nestle USA Senior Marketing Manager, Margie Bravo; Kellogg Associate Director of Multicultural, Christopher Rivera; and Arco and ampm Director of Marketing & Advertising, Luisa Salazar.