Flores instó a conocer al consumidor, la marca, para llegar a las audiencias
Georgina Flores, VP Integrated Marketing Communications at Allstate Insurance Company said that multicultural marketing is imperative as multicultural consumers are an emerging force. Flores shared three marketing strategy lessons at the 17th annual ANA Multicultural Marketing & Diversity Conference. “Take a stand and embrace all that follows” she said referring to the Out Holding Hands campaign which addressed the LGBT community and reported a consistent growth in social networks. “The second lesson: leverage the equity even if it means taking a risk”. The learning came after the Mala suerte campaign where they also used the tag #enviamalasuerte and @soylamalasuerte account. This strategy results were great: the tag was the No. 1 trending hashtag in the U.S. during the opening World Cup match. It also increased their site traffic more than 500%, and it drove 20,000 new fans to Facebook and Twitter. “Know your consumer, know your brand, know your shared value” is the last lesson Flores shared. This is about Allstates nascent approach to the Asian-Indian segment and how a “social first” strategy has helped the insurance company extend its reach and engagement with established segments like Hispanic and LGBT.
