Kmart's Madres Y Comadres Targets Latinas for Christmas

Posted by Frankie De Soto on 12 Dec 2011 / 0 Comment

I was presented with this online video campaign by Akua Harris of ICED Media and I thought it was a great example of utilizing various online media platforms to target a particular Hispanic niche market with creativity, culture and most importantly, research.

Madres y Comadres (Mothers and Wives) is an eight-part original Spanish language webnovela campaign on YouTube that uses humor and the Christmas season to tap into the unique challenges that Latina women and their families face today, which is their focus throughout the campaign.

I like how Kmart is connecting and engaging with Latinas across the United States through their innovative online and social media initiatives which includes not only Madres Y Comadres videos on YouTube but also Latina Smart on Facebook, the Kmart Español Spanish language website and @MadresYComadres on Twitter.

As one of their main clients, ICED Media managed Kmart’s online promotion of their campaigns- Madres y Comadres as well as Kmart Fashion and others but it was Kmart that took the time to interview Latina women throughout the U.S. who were born in their native country and are raising their children here. I really liked the second video, Silent Night?, because it focuses on the Spanish language in a humorous way. The women in the video get into a light arguement on the correct way to say “popcorn” in Spanish but coming from different Latin American countries, each of the women say “popcorn” from their country of origin.

I would like the Latina bloggers and the Latina Mami Bloggers to take a look at these videos and the social media networks and post a comment about it. How did you feel when you saw the videos? Did it encourage you to look into Kmart for any shopping?