For Lopez Negrete Communications, Influencer Marketing Has Taken Center Stage in Content Strategy
When it comes to next-generation content ideas in the U.S. Hispanic market, the rise of TikTok and Reels, OTT, FAST channels and QR codes, has resulted in a revolution when it comes to creatives and the ability to do things differently.
For Lopez Negrete Communications co-founder Alex López Negrete, recently arrived VP of Media Services Ana Crandell, and Executive Creative Director Alex Garcia, agency evolution has very much involved its clients, shepherding them on a journey that not only demonstrates the power and importance of digital but also reinforces the mix of what's online with what remains potent on traditional, linear media.
The trio of leaders point to the recent creation of the in-house Latino Creators Network, positioned as a proprietary tool consisting of "hundreds" of bilingual and bicultural content creators and influencers available for its clients to partner with for their campaigns and marketing needs. "The tool allows us to identify the best partners for our clients based on their content, audiences, voice, and several other variables," they shared in a group communication shared in late August with HispanicAd.com. "This is something we have been working towards for a couple of years now."
In fact, at LNC Influencer Marketing and content creation have become a key part of the channel strategy.
The three LNC executives point to research that shows Hispanics are 7.7 times more likely to follow influencers. At the same time, they say that 23% of Hispanics have said influencers impact the brands they buy, compared to 75% of non-Hispanics. "Finding the right voice and audiences for our brands is vital to make their message come through, engaging, and, most importantly, effective," Garcia, Crandall and Mr. López Negrete say.
That's why today's media landscape requires every campaign to rely on multiple platforms to connect with the audiences it desires. Of course, the CMO and the agency are each aware of how platform consumption changes are impacting how to target Hispanic consumers. "Linear TV might still reach national audiences better, whereas Connected TV probably best serves local audiences," they remarked. "Digital audio is becoming more complex and interactive than ever; display campaigns are a must KPI, and social platforms are a no-brainer. Then, there are the more niche platforms and formats such as AR,VR,Gaming, etc., but all of them respond to the same goal: amplifying our campaigns' reach and increasing their engagement." As they see it, LNC has continuously evolved with the marketplace, the consumer and the channels and technology they consume.
While a client may actively spend across all channels, digital work is more important than ever. How has this work evolved, from a creative standpoint, for Lopez Negrete Communications? Who has taken the lead, and how has this led to breaking out of the :30 or :60 spot box?
"Digital work on multiple platforms is indeed more important than it ever was, but from a creative perspective, it's still all about the message, regardless of the platform," they say. "When thinking about consistent campaigns across channels, there are two options: either you craft your message to live well in all platforms and formats, or you need to create nuanced variations for every channel. Depending on each case, you can find yourself with one or the other."
As they see it, video remains a strong performer. But, they remark, it doesn't behave the same way on TV, digital, or social. As such, it generates different levels of memorability, response and engagement. "Plus, since the most significant differences are length and tone, which ranges from formal to highly casual, finding ways to keep a cohesive tone and voice might prove quite challenging," the three executives note. 'The best campaigns are those that manage to keep a clear message and consistent voice throughout the media and content spectrum."
On the other hand, and based on a brand's audience, some channels might be more critical than others to connect with and engage, especially with the younger generations, Crandall, Garcia and Mr. López Negrete say.
DIGITAL DOLLAR GROWTH, BUT AT WHO'S EXPENSE'?
Digital budgets are experiencing significant growth. Yes, this is often at the expense of linear media. But there's a reason for this shift.
One reason, the trio of executives say, is the "relatively stagnant nature" of Hispanic marketing budgets, which is a distinct issue unto itself. "The Hispanic market continues to grow, yet Hispanic budgets don't - at least not significantly. Again, this continues to be an issue. Marketers by and large aren't spending to the opportunity. That eventually becomes an allocation issue."
That's why, when allocating media budgets across channels, the three LNC leaders say it is crucial to have an in-depth understanding of the target consumers' media consumption behaviors.
"Consumers are increasingly spending their media time on digital platforms, which presents marketers with valuable opportunities for engagement," they say. "However, this does not diminish the importance of linear media. On the contrary, linear media continues to play a vital role in a well-rounded media strategy."
Is there a particular client or category that is excelling in Digital for LNC?
Yes. It is the Retail category, which they say "is enjoying something of a second adolescence, so to speak.
Once the ugly duckling of the advertising world, the freedom and direct nature of digital and social media provide brands with new ways to connect and engage with their audiences."
With the idea that buying anything online is taboo long in the past, the three LNC executives believe brand reputation becomes a stronger currency, entertainment is a major incentive, and a positive user experience is a paramount need, providing three keys to a successful end of the deal.
In contrast, the social space's biggest challenge is keeping up with the ephemeral trends and leveraging those for the brands, they say. "Only brands with a strong reputation and marketers with quick reflexes, willing to jump without a safety net, can get the most out of such a fast-paced environment as social is and provides. Those brands generally have larger social teams and faster processes, both internally and with their agencies."
That's why, on social platforms, brands that become vulnerable and open the risk of failing are the ones that likely end up winning, the LNC leaders believe. They point to client Hyundai for understanding the push needed in the digital space and, as such, are focusing much of their efforts in that direction without sacrificing linear media investments.
What becomes of the banner ad, or even the audio insertion in a streaming world? "Banner ads and audio insertions remain highly relevant," they say. "Effective media strategy development requires us to find the right balance to engage target consumers meaningfully and influence their behavior. Banner ads, for example, can be pivotal in driving specific consumer actions and thus, are an integral component of a media strategy. The same applies to audio insertions and other non-streaming assets."
Despite the prominence of streaming media, consumer media consumption is multifaceted. "In a rapidly evolving media landscape, it is essential for marketers to strike the optimal balance of media tactics tailored to their respective target audience," they say. "The ideal approach for one campaign will differ significantly from another."
How, then, does the Lopez Negrete Communications team explain why digital is a great complement to traditional media when seeking Hispanics, and unwise as a replacement?
"In media strategy development, the idea of replacing one entire media category with another is as impractical as amputating an entire limb," the LNC executive trio concludes. "This perspective falsely assumes that the shift of Hispanic consumers towards digital media has entirely replaced their longstanding engagement with traditional channels. It simply has not."
That's why they believe that, compared to their "general market" counterparts, Hispanic consumers continue to rely heavily on traditional media as trusted sources of information, entertainment, and community engagement. "Consequently," they say, "traditional platforms form a robust foundation for campaigns, which can be effectively enhanced by incorporating digital media.
About the Latino Network of Creators
The tool is available and recommended for any agency client looking to expand its reach and awareness into the Hispanic community through influencer marketing. In turn, Latino influencers who join the LNC have a chance to work with Lopez Negrete Communications' roster of clients.
"This tool is the result of more than a decade of partnerships between our clients, the best and brightest Latino influencers in the U.S., and our team," said Julie Jameson Grayum, Lopez Negrete Communications' Director of Social Media & Public Relations. "Influencer marketing has become a key part of our channel strategy. I'm overjoyed to open our proprietary database to the wider Latino creator community.
