(Brandchannel.com)
Hispanics accounted for half the growth of the total U.S. population in the last decade, and they are expected to exceed 50 million in number, according to the most recent wave of census data.
That’s why “Hispanic consumers are a very, very important target,” according to Marc Speichert, chief marketing officer at L’Oreal USA. “We see it as a growth opportunity for the future,” Speichert tells the New York Times.
One way L’Oreal USA is reaching Hispanic consumers is through a promotional tie-in with Telemundo, a television network known for broadcasting telenovelas.
These serialized shows are not unlike the early daytime “soap operas” popularized by Procter & Gamble, who both produced them and initially supported them with commercials for soaps and laundry detergents. Now L’Oreal USA is updating the P&G strategy in a collaboration with Telemundo, assisted by digital agency Moxie Interactive, to form an online club for fans, “Club de Noveleras.”
The club has all the classic elements of both a fan and loyalty club — photos, videos, articles, and an interactive community, plus a loyalty program consumers can use to accumulate points and redeem them for various telenovela and L’Oreal-related merchandise. Jacqueline Hernandez, COO at Telemundo’s New York office, tells the Times the new website is “novela fantasy league… We’re creating a community, a virtual community online” that will “turn viewership into a relationship.”
