Case Study
Integrated Hispanic Campaign.
Challenge
Microsoft turned to Motivate to plan and execute a targeted and culturally relevant pilot campaign, which helped the tech retailer better understand the total Hispanic market. To drive brand perception, engagement and purchase intent of Hispanic consumers, Motivate activated an integrated campaign that included in-language print media, influencer marketing and digital display advertising.
SOLUTION
Geospatial Analytics & Targeting
To determine the right Hispanic DMAs, Motivate utilized advanced targeting and geospatial analytics, meshing the data with Microsoft’s retail zip codes to optimize media targeting and maximize ROI.Fully-Integrated Strategy
Influencer Marketing
- Generated awareness and buzz by engaging popular Hispanic influencers to authentically tell the Microsoft story
Digital
- Executed cross-platform, digital-display media to support and amplify campaign
- Placed ¼ 4C ROP in the top Hispanic newspapers to support social and digital waves
- Leveraged print media to reach Spanish- dominant Hispanics
Audience
Hispanic
Solutions
Data Analytics
Influencer Marketing
Digital Media
Print Media
SOLUTION
Geospatial Analytics & Targeting
To determine the right Hispanic DMAs, Motivate utilized advanced targeting and geospatial analytics, meshing the data with Microsoft’s retail zip codes to optimize media targeting and maximize ROI.Fully-Integrated Strategy
Influencer Marketing
- Generated awareness and buzz by engaging popular Hispanic influencers to authentically tell the Microsoft story
Digital
- Executed cross-platform, digital-display media to support and amplify campaign
- Placed ¼ 4C ROP in the top Hispanic newspapers to support social and digital waves
- Leveraged print media to reach Spanish- dominant Hispanics
Audience
Hispanic
Solutions
Data Analytics
Influencer Marketing
Digital Media
Print Media
RESULTS
Motivate helped position Microsoft as a relevant and innovative brand among Hispanic consumers, successfully driving in-store traffic and online engagement.
Attitudinal
- Improved brand perceptions of relevance and innovation
- Improved consideration and intent-to-purchase funnel
Behavior
- Drove in-store traffic and sales
- Drove online engagement
INFLUENCER MARKETING
16M
Impressions Delivered
21M
Views
0.3%
vs
1.45%
Average social engagement rates for electronics
$17EMV
for every $1.00 spent