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?
- The Latinum Network Announces its First Multidimensional Cohort to Uncover Latina Mom Insights (prweb.com)
- Why Marketers Should Care About Reaching Latina Bloggers (mpdailyfix.com)
- 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)
- OFFICIAL BLOGHER ’10 LIVEBLOG: ROYO – Latinas in Social Media (blogher.com)
- General Mills Inc. Launches Its First Spanish Language App for Apple iPad – Que Rica Vida Recetario™ (eon.businesswire.com)