Yvette Peña
Vice President, Audience Strategy
Office of Diversity Equity & Inclusion
“By partnering with Hispanic targeted publishers, that contribution, it's not only to drive reach, but we also wanted to be able to engage with meaningful audiences in culturally relevant ways. And, you know, this awareness and this impact of this work is what I call our heart work.”
About The Client
AARP is a nonprofit, nonpartisan organization that empowers people to choose how they live as they age. AARP is dedicated to enhancing the quality of life for all as we age. They lead positive social change and deliver value to members through advocacy, service, and information to make things better for society and play a positive role in communities of all kinds.
The Challenge
How do you help a brand partner gather the information they need to remarket their messaging to a Hispanic Audience? and how do you do it in a culturally relevant way?
Those questions were at the HEART of the challenge posed to us by our friends at Essence Media Com and AARP. Although AARP engages with Hispanic Audiences year round, Entravision helped amplify their efforts in a special way during Hispanic Heritage Month.
AARP was looking for a campaign that's driving top funnel efforts, but also mid to lower funnel efforts of data collection and engagement. And when we talk about an engagement, it's their first name, their last name, their email address, and their zipcode, those specific data points.
The Strategy
We knew that Hispanics LOVE contesting and that HHM is a month for celebration in all its forms.This led us to CELEBRANDO EN GRANDE, a multi-week content promoted sweepstakes that combined relevant prizes such as weekly gas gift cards and a $10,000 grand prize.
The approach was multiplatform,combining branded content, station talent on social media and network radio as well as a unifying landing site that allowed users to sign up to win as well as learn more about AARP with a simple form fill.
The Results
Combining a variety of products and tactics, the Celebrando En Grande sweepstakes drew a large number of participants who were not only engaged with the contest, but also with the AARP brand and got a closer look at the benefits of what an AARP membership can do for them.
By the Numbers:
76.3 MM Total impressions
26MM Added Value Impressions
101K Landing Page Unique Visitors
Products Used
Branded Content
Digital Ads
Radio