Telemundo today announced a collaboration with Hasbro and Being Latino, a leading Hispanic social media marketing company, for a three month multi-platform campaign targeted to Latina mothers. This integrated collaboration is Hasbro's first with a Spanish-language media company, and is inspired by the company's "Fun with Mom" messaging. "Reaching Hispanic consumers authentically in culture and language is vital to a marketer's growth strategy," said Laura Molen, Executive Vice President, Lifestyle and Hispanic Advertising Sales Group, NBCUniversal. "We're excited to work with an incredible brand like Hasbro, and the social experts at Being Latino, to reach new audiences at all of their touchpoints.
"Hasbro sought out to engage with Hispanic consumers in the most relevant way possible," said Maureen Smith, SVP US Marketing, Hasbro. "This collaboration is a great example of how we're tailoring our message to resonate with Latina moms this Holiday season."
Original videos featuring Hispanic social media influencer Evesther will showcase the special moments that come from mothers and their children playing together, highlighting Hasbro products from Transformers, Play-Doh, Baby-Alive and Pie Face. The campaign will use the hashtag #MomentosConMamá to amplify social reach and will receive additional exposure through NBCUniversal's Social Synch offering.
Content will begin on October 23 and will appear on Hasbro and
Telemundo brand channels.
OMD is the agency of record for Hasbro.
"We are delighted to work with our media partners at
Telemundo and Being Latino to help Hasbro engage with Latina moms in an authentic and meaningful manner," said Ana Crandell, Group Account Director, OMD Multicultural. "This partnership embodies a true collaboration between client, agency, and media partners working toward one common goal - to grow Hasbro's business."
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