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Sears Goes Social with Hispanics

Sears recently announced several social media efforts aimed at the Hispanic market, including new Facebook and Twitter programs. (It already has three separate Hispanic Web sites, including SearsPR, launched last year, which ships merchandise only to the island of Puerto Rico.)

Sears Goes Social with Hispanics

Sears Goes Social with Hispanics

Marketing Daily caught up with Oscar H. Castro, director/general manager of international e-commerce, for more details on how the Hoffman Estates, Ill.-based retailer hopes to woo the rapidly growing, social-media loving Hispanic market:

Sears Goes Social with Hispanics

Q: How do Hispanic shoppers differ in terms of social media use?

A: Social media is such an important channel for us right now; Hispanic growth on Facebook is eight times larger than the general population, and we know that Hispanic consumers spend more time on it each week as well. So for us, it seems the best thing to do is work with that higher level of engagement. We’re not creating these forums to push products so much as to build stronger relationships. And it’s pretty exciting. In two weeks we’ve gotten 16,000 fans, and a great level of engagement.

Q: But does that mean there is also an increased appetite for retail in social media?

A: Yes, I think Hispanic culture really is different about shopping. It’s much more of a family activity; the whole family goes out to the mall. They are more social about shopping, in general. They want to have more conversations. We want to join the conversation.

Q: Are there gender differences?

A: Well, younger Latinas are more likely to shop online than older women, or men. But other than that, there are not a lot of major differences.

Q: Is it effective for a marketer as large as Sears to focus on a single Hispanic market, when there are so many submarkets?

A: There are so many differences, and that’s what makes Hispanic marketing so difficult. Facebook is a great equalizer, and you can have general conversations with broader appeal. But there are many cultural nuances. What works for a Dominican audience may not for a Mexican one. So some of our efforts are extremely local.

We launched SearsPR.com last year to serve only the Puerto Rican market. We use local terminology, and a completely separate marketing program. Sears offers 290 million products online, and of course, our mission is to help our customer find things anytime, anywhere. But there are items on this site you can’t find in the continental U.S.

Q: Why so many different initiatives?

A: This market is large and projected to grow even further, and we are leaders in it. It’s not going to be a niche market, it’s going to be the U.S. market. And I can’t think of too many brands that have been very effective. McDonald’s now leads with its diversity insights, and Coca-Cola has done a great job in the Latino market. And I think we’ll see more Latin brands crossing over into the mainstream — like Corona beer.

A reminder

A reminder

Stella Artois Facebook campaign for Cannes

Stella Artois has launched a Facebook centered campaign to promote its 4% brand in the build up to the Cannes Film Festival in May.

Stella Artois launches Facebook campaign for Cannes

Stella Artois launches Facebook campaign for Cannes

The idea, developed by advertising agency Mother, is based on the premise that a famous french film director, Jacques d’Azur has gone missing, presumed dead and his estate has made an appeal to the public to find his heir.

The really clever social media bit is when you sign up to the competition through Facebook, your profile picture becomes integrated in a film taking place in his solicitor’s office about the possible beneficiary of the estate – very cool.

The winner of the competition takes Jacques’s place as a VIP at the Cannes Film Festival.

The campaign is supported with a Twitter page and a FlickR photostream of Jacques’s life.

The preposterously glamorous life of Jacques is detailed on his Facebook page, introducing him as a “French film producer/director/actor/tennis player/chess master/ backgammon champion/waterskiing pioneer and full time bon-vivant known for his work on the red carpets and swimming pools of the French Riviera.”

Stella Artois debuted their faux ’60s themed campaign in November, with the gameshow Le Recyclage de Luxe.

Source: Furlong PR

Stella Artois Cannes Facebook campaign

Stella Artois Cannes Facebook campaign

Starbucks, Unilever Offer Free Ice Cream to Facebook Users

To introduce consumers to its new ice cream line, Starbucks and Unilever are offering free pints to Facebook users.

Through July 19, participants can visit http://apps.facebook.com/starbucksicecream. At the top of every hour, they will have a chance to give a pint of Starbucks ice cream to a friend or family member.

Each hour, 800 pints will be given away, with a total of 280,000 for the duration of the promotion. While the promotion encourages participants to send the treat to friends, less generous users also have the option of simply sending the coupon to themselves.

Starbucks ice-cream giveaway to Facebook users

Starbucks ice-cream giveaway to Facebook users

Users who don’t jump on the opportunity fast enough have to check back later whether the supply of 800 has already been given away.

The promotion touts the four flavors of Starbucks ice cream, which debuted in the spring. Based on Starbucks beverages, the flavors are Caramel Macciato (coffee and vanilla ice creams with swirls of caramel), Mocha Frappuccino (coffee and chocolate ice creams), Java Chip Frappuccino (chocolate ice cream with chunks of dark chocolate) and Coffee (coffee and espresso ice creams).

Unilever signed a licensing agreement with Starbucks in September 2008 for the exclusive manufacturing, marketing and distribution of Starbucks ice cream.
Source: Alex Palmer – Progressive Grocer