Unilever was looking to engage with Latina women online on behalf of its diverse food and personal care brand portfolio. Given Unilever’s vast product offering, they sought to connect with Latina women through an all-encompassing approach comprised of food and beauty solutions that appealed to the changing Hispanic online demographic. In addition, Unilever was interested in exploring new content territories as well as innovative technologies to build affinity for its brands.
Vive Mejor is Unilever’s cross-brand digital platform, offering Latinas practical and useful solutions to make life better. Solutions center on recipes and food-related ideas, beauty tips, and lifestyle areas of interest to Latinas, including millennials. Vive Mejor comes to life across a variety of digital channels including video and social media and is constantly evolving with the latest technologies including mobile and SMS.
Strategic and Creative Evolution
Vive Mejor was initially concepted and launched as a digital, print, TV, and retail marketing program, showcasing Unilever’s food and personal care brands in a single marketing platform for Latinas.
As Vive Mejor’s digital audience grew and evolved, so did the Unilever brands that participated in the program thereby requiring a scalable web platform. As a part of the platform evolution, Vive Mejor’s identity was also refreshed along with the launch of new social channels, Facebook and Twitter, and an email CRM program.
2014 – Present
With shifting consumer trends towards mobile, social, and video, the Vive Mejor brand was refreshed and a new responsive site launched in 2014 with a more contemporary aesthetic with traditional undertones, representative of the nueva Latina millennial consumer while still appealing to a less acculturated audience. In addition, new content pillars and communication channels were created, including the launch of a new website section focused on life and culture, robust video presence, and a comprehensive CRM program which includes SMS.
Evolving Content Strategy
Vive Mejor’s revamped content strategy centers around the unique needs of the ever-changing Latina executed through a consumer first approach. Unilever brands are contextually related around practical and useful Food & Recipes, Beauty and Style, and Life and Culture solutions.
Food and Recipes
Food related content centers around recipes and meal solutions as well as cooking tips and ingredient spotlights. Content can be further sorted by consumer area of interest including quick and easy, healthy, on a budget, seasonal and holiday, among others.
Beauty and Style
Content focusing on beauty and style solutions centers around hair, skin, makeup, fashion and overall body and wellness tips for Latinas, with specific content of interest for millennial Latinas.
Life and Culture
Latin women are proud of their cultural heritage while remaining deeply committed to their future in the United States. Vive Mejor’s life and culture content includes ideas and inspiration to help women maintain their traditional Latin roots alive while blending in new traditions from the United States.
Thinking about content marketing from the outset, Vive Mejor leverages Captura Group’s content and influencer marketing platform, Contenido Latino, to distribute its content to 3rd party publishers and influencers in order to build brand awareness and generate in-bound traffic.
Vive Mejor reaches its Hispanic online target audience through integrated digital media, including Search, Display, and Social Media including Facebook, YouTube and Twitter advertising. Captura Group provides digital media recommendations, digital media creative, and overall media management, in conjunction with Unilever’s global media agency.
Leveraging Facebook’s reach and specialized targeting, Captura Group launched Vivemejor’s social community by providing Latina women with relevant and engaging content tailored for their specific areas of interest. Captura Group’s social activation model starts with insight-driven ideas which leads to content that inspires consumer participation. Earned consumer responses are then mined to garner additional insights that inform subsequent communications.
Vive Mejor engages with consumers and influencers alike via its dedicated Twitter channel, sharing content including real time access to event information.
CRM: Email & SMS
Vive Mejor’s CRM strategy includes a dedicated email and SMS program providing consumers with insider access to relevant information to deepen their engagement with the brand. Consumers are segmented based on expressed areas of interest and performance is measured and optimized for subsequent communication efforts.
Vive Mejor supports community events in conjunction with retail partners, deepening the relationship between Hispanic consumers and Unilever products at the point of purchase.