Just how important is social advertising to running an effective multicultural campaign? We spoke to Rochelle Newman-Carrasco, the Chief Hispanic Marketing Strategist at Walton Isaacson, an agency with a long-running reputation for creating multicultural social advertising campaigns, to learn more.
Social advertising employs the use of networks in creating, targeting and delivering marketing messages. When strategizing to reach key markets within the U.S., big advertising agencies can no longer ignore the significance of Latinos, especially on social media, as they have become the group with the highest rate of early adopters” of new technology among U.S. demographics.
Some big agencies are embracing this, investing heavily in developing social advertising campaigns that connect with Latino audiences and generate long-lasting relationships with this active demographic. What’s more, they take advantage of the fact that activity on social networks allows agencies to gather important data about certain targets in order to better understand their behavior and priorities.
Rochelle Newman-Carrasco has almost 30 years in the field, developing business strategy, traditional and non-traditional campaigns and conducting research and product development for blue-chip clients. She reiterated that when it comes to building an effective social advertising campaign, “social isn’t a question of right and wrong. Everything informs you and brings you opportunities to use knowledge from real time activities to get closer to your consumer.” Social advertising gives brands a unique opportunity to engage with consumers in less traditional ways, see what works and what doesn’t, adjust strategy quickly and segment for different targets.
“What would be wrong is not getting into the marketplace because of the paralysis of perfection. Social isn’t about perfecting anything, it’s about engaging with consumers and shaping the narrative based upon what’s really being said and done—not what you think might get said and done,” Newman-Carrasco adds.
When asked about specific social advertising campaigns that stood out, Newman-Carrasco points to WI’s partnership with Lexus, through which they have “been innovating in the space for a number of years which has been invaluable in staying ahead of this ever-changing and dynamic methodology for truly targeting desirable consumers.”
An example of this is “Verses & Flow,” produced by WI and aired on TV One, which was a “spoken word and musical program supported by several social media programs” from bloggers to celebrities to live events that are documented through social media coverage before, during and after.
WI also conducted Hispanic marketing initiatives through a partnership with Pili Montilla on the production of Té Para Tres, which won an Emmy Award. This was a perfect example of making use of both traditional and non-traditional platforms in reaching key audiences: “The program itself airs on a traditional media format (aka TV), (and) the eco-system of social advertising is where the consumer engagement takes place – be it the blogosphere, live events with embedded social media journalists and opportunities for on-line consumer interaction and more.”
Why did these campaigns stand out to Newman-Carrasco? Because “they are strategically aligned with the brand’s core values as well as with the consumer’s interests.” Using a strategic foundation, social media can be used to empower the messages delivered on campaigns featured on other platforms while targeting “more precisely,” giving the minds behind the campaign “access to data that is analyzed from a behavioral standpoint, a look alike standpoint, as well as other angles of relevance to driving bottom line sales.”
To Newman-Carrasco, multicultural campaigns and social advertising go hand-in-hand. When asked when social advertising is considered an important element of a multicultural campaign, Newman-Carrasco says: “One word. Always.” Why? To Walton Isaacson, social advertising is “as valuable for branding as it is for conversion,” because social advertising “isn’t one thing. It can take the shape of brand building creative and dissemination tactics as easily as it can be specifically developed to combat competition and convert consumers.” Spoken like an advertising veteran.