Que Rica Vida Interacting with Latina Mommy Bloggers is Key to Building Relationships
In my previous posts, I mentioned how Latina mommy bloggers or “mami blogueras” are becoming a very powerful online community because of their ability to review products, communicate with one another and offer advice through their own experiences of being a parent. General Mills created a website earlier this year called Que Rica Vida (What a Good Life). Created for Latina mothers, you can find recipes, tips, coupons and information about healthy foods for your family and its all in Spanish while at the same time help promote General Mills products. So far, it’s been getting positive reviews, especially from Latina mommy bloggers because they strategically targeted this community to help build their online presence, a great idea on their part.
The key strategy of successfully building relationships with the bloggers is that they continuously interacted with them. Their first successful interaction was inviting well known Latina mommy bloggers to their relaunch press event held in Miami earlier this year but now they take a step further by interacting at a more personal level with the help of online media. Recently, some Latina bloggers were invited to cook with Chef Cristina of Que Rica Vida in the Betty Crocker Studio Kitchen of General Mills. Melanie Edwards, blogger for Modern Mami and an online colleague of mine, was one the bloggers invited to be involved in cooking special Latino recipies and share her experiences via Youtube. The video posted here is one example.
General Mills and Que Rica Vida’s marketing strategy is a perfect example of how they successfully tapped into the Hispanic market. They used online media for strengthening their brand identity, they interacted with bloggers to help build positive relationships and word of mouth and they really did their market research on how the Que Rica Vida website should be designed and what social media should be used to communicate their content and engage followers. Do you agree that General Mills set a precedent for successful Hispanic marketing?
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- Survey: About 95 Percent of Latina Bloggers Are Also Moms (mediabistro.com)
- Available Again: Que Rica Vida: Free Samples from General Mills (Spanish) (livingrichwithcoupons.com)
- Free Samples from General Mills Que Rica Vida (forthemommas.com)
- How to Pitch a Mommy Blogger for PR Pros (newspapergrl.com)
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Frankie, I agree that Que Rica Vida is definitely one of those brands that has set a precedent in successfully engaging with digital Latinas. After the relaunch of their site in May, they have continued their outreach and collaborated with many Latina bloggers in a variety of ways. As you mentioned, the Baking with Betty event was one such way. Most recently, they also sponsored a party during the Blogalicious conference (co-hosted by Ana Flores, Carrie Ferguson Weir, and myself) and also sponsored 9 bloggers to the Blogalicious conference.
It proves that a long-term relationship is key for a mutually beneficial collaboration to succeed amongst brands and bloggers.
Thanks Melanie. Business strategies has evolved where two way communication is now important for successful marketing communications.
love it learned some thing new about getting together and sharing reciepes with one another and making it a family and friend night and wow all the things you can make with this product…. thanks!!! awsome
Thanks Mrs. Briseno, it’s still a growing site so new things will start coming out.