In an earlier post, I mentioned that I was invited to watch the pre-screening of Pepis YO SUMO’s film documentary called Latinos Living the American Dream, a film that portrays the lives and experiences of Latinos living in the United States. The film is about 45 minutes but it shares a mixture of positive and emotional messages that Latinos from all walks of life love living in the United States and work hard for their families and communities. I encourage everyone to watch this film both Latinos and Non-Latinos because it does break through the stereotypes that people have negatively labeled Latinos.
The Hispanic ad agency, Dieste, led the media campaign for Pepsi YO SUMO and they have succeeded in communicating the message by using a combination of traditional and new media. I had an opportunity to interview Dieste’s President, Aldo Quevedo, on their strategy for this campaign and I found that they were on the right track when they first started with in-depth research, focus groups and usability testing.
“We wanted to engage the audience not just with radio and television commercials but also with social media such as Facebook and Twitter,” said Aldo. “Our research shows that the Hispanic youth within the community will more than likely engage in digital technology, but we had to make sure that the content is based on consumer definition because social networks are more influential and can produce opinion leaders which in turn encourage the community to engage with one another and with the initiative itself.” So far Aldo has seen positive results from this strategy as Latinos are given the power to express and share their stories not only through this film documentary but also on the official website, Facebook and Twitter. As of right now Facebook has over 6,700 fans while Twitter has over 1,600 followers.
Even though online media and social media can help communicate the message successfully, some businesses still don’t have an understanding on how it functions or how it’ll help them with their brand so I asked Aldo about this dilemma and how Dieste consults with their clients leaning towards using online media and social media platforms.
Aldo says, “When we find clients that would like to use social media, we have to let them know that it’s all about engagement and that the content of the brand has to be relevant to the consumer which is the challenge for this type of medium in order to generate sales. The consumer has to be conscious about the brand culture; the consumer needs to trust the brand and feel good about.” I would like to thank Aldo Quevedo for taking the time for the interview and I look forward to more of Dieste’s future projects. Below is the brief introduction that Aldo gave for the pre-screening of Pepsi YO SUMO’s “Latinos Living the American Dream.”
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