Fernando Rodríguez, director de Comunicaciones Hispanas para Ford de Moore Communications Group
The integrated communications agency Moore Communications Group -one of the U.S. most recognized firms in this field- was part of a panel about the use of influencers to reach Hispanic millennials, during the seventh annual Hispanicize 2016 conferences. Fernando Rodríguez, Hispanic Communications Director for Ford at Moore Communications Group said that brands interactions with that target must be founded on the contents commitment, honesty and quality. “When interacting with millennials you cant take for granted what they want to say. Asking them how they would deal with certain issues of the brand is an excellent way for them to engage with the product and even find great ideas.” He advices to prepare the campaign and then carefully select the proper influencer, and a message that should be based on a story with content that motivates, and inspires. “The media matters, the selection of the influencer matters, but more important is the strength the story” Rodríguez said. Eric Finkelman, Digital and Business Program Director at Tiny House adds: “We work a lot with influencers because Hispanic millennials -who identify as much with Hispanic culture as with American- see in them a peer, a friend, a familiar face. So they take action and in such way the message is much more effective than using a traditional banner that millennials are not likely to consume.”
