A Case Study

Problem: A health-related nonprofit with important disease prevention information needed to target the Hispanic community and drive Spanish-speaking audiences to their website.

Solution: Connect360 organized an integrated Hispanic marketing campaign featuring broadcast and Internet distribution tactics to create wide-ranging audience awareness. As part of the full-scale Hispanic media campaign, Connect360 developed a culturally relevant “En Español” section on the organization’s website, which functioned as the destination page for all promotional efforts. National distribution of Spanish-language television and radio PSAs, which ran in top Hispanic markets, was paired with a Spanish-language radio media tour. Online distribution included placements on Pandora’s Spanish Interactive Radio platforms, both desktop and mobile, and an infographic was distributed to the Spanish-language sections of hundreds of local media websites.

Results: The Spanish-language media overwhelmingly supported the campaign, having noted that they are underserved with culturally-oriented messages. The campaign generated over 70 million audience impressions, with over 60 million coming from broadcast and 10 million online.

Let’s connect about Hispanic marketing and how it can benefit your campaign.