We were tasked with elevating brand awareness and launching social media for Hispanic dairy foods brand La Morenita, by connecting with Hispanic consumers.
Our brief included launching on Instagram, creating social content and managing the community, leading influencer marketing, and producing a first-ever brand website.
We needed to create awareness and build brand love by connecting authentically with the “Morenitas”, our multigenerational Hispanic female target audience.
Our social strategy was to use Instagram as a platform for our consumers to share, inspire and celebrate their love for traditional food with one another.
We built an ownable concept to use as the foundation for all brand communications on social: “Cocina with Love”. We created an online hub where consumers could be active participants in the brand’s story, and hand-picked female creators who could spread this story to build an active community.
Our initial influencer campaigns reached over 342K accounts. We also produced photography and promotional content to drive appetite appeal, featuring real stories from our Morenitas.
Lastly, we designed and produced a website for La Morenita, where users could locate, be inspired by, and learn about the versatility of their products.