MERCADEO Versión en español
Ben de Jesus from NGL: We Are in a Very Good Position to Talk to the Generation of Millennial Latinos
Manuela Walfenzao| 22 de agosto de 2017
De Jesús: Seguiremos expandiéndonos en la creación de contenido original
The key to talking to Latinos in the US is to understand that they don´t represent a single culture, according to the explanation offered by Ben de Jesus, Director, and co-founder of NGL Studios & Media. “Hispanics are representatives of the Latin culture, but they are also from the US and this influences the way they consume content”.He highlighted that when they do branded content and create stories that resonate with this American/Latin experience is when the product is most successful. “Many times web ring a celebrity or influencer to the process and that also helps us add more impact to the communication. In the end, this is about telling a good story, and for that to happen, it must be authentic. Today, audiences understand more about the business, which is why we must be very careful and more sophisticated in everything the presence of the brand”.They recently did a project for Procter & Gamble, called Orgullosa, which highlighted nine Latinas from different industries to acknowledge the positive work they do to change the world. They created a 25-episode web series that became an organic, authentic, and successful campaign. They have developed this type of project for brands such as Ford, Lexus, Acura and much more. “We have been lucky to develop a lot of content for the new generation of Latinos. We have worked with the biggest brands in more than 500 pieces of content in the last few years and want to continue with this work” he said. “We are also starting a TV show, three documentaries on Latin legends and will continue expanding in the creation of original content. The future seems brilliant. We feel we are in a very good position to talk to the generation of millennial Latinos”.
