The main objective was to connect Hispanic consumers with the Spam brand through custom integrated culturally relevant content, social, and media. We were successfully able to drive a lift in consideration, favorability, and awareness.
SPAM “Sabor A Mi Manera” was a Sponsored content campaign that introduced SPAM® Brand to HipLatina’s audience as a quick and easy way to make classic recipes, with a twist!
Starting a new life as an independent adult can be a daunting endeavor. Often, no one prepares you for the array of considerations that come with stepping out of your parents' home for the first time and venturing into a new city where you must rely solely on yourself.
Enter "Sabor a mi Manera" (Flavor my way) a sponsored ingeniously crafted video to forge deep connections with the vibrant Hispanic market, particularly the younger demographic. These individuals navigate lives brimming with responsibilities, constantly seeking practical kitchen solutions to complement their bustling lifestyles.
In this captivating content, sponsored by SPAM® Classic, we are introduced to two Latine roommates who share with our audience a series of convenient, versatile, and craveable recipes. Who says making tacos is difficult? With SPAM® Classic, achieving great flavor in iconic Latine recipes is hassle-free.
My Code’s amplification strategy for SPAM’s H Code “Sabor A Mi Manera” campaign surpassed the guaranteed impressions by about 5.5%, accumulating a total of 988,973 delivered impressions.
This content connected with more than 470,000 unique users and achieved an overall engagement rate of 6.35%, which is 2 times higher than My Code’s 4.0% benchmark.
These outcomes highlight how the campaign supported SPAM® Brand’s goal to extend affinity and consideration within the 18-44 demo.
The campaign's social drivers were effective, resulting in an overall CTR of 0.54%, which is 2.7 times higher than the benchmark.
Social drivers for Article 2, "Adulting Hack: How to Keep Your Culture Alive Through Food," particularly stood out, achieving a CTR of 1.24% and an engagement rate of 1.30%. The inclusion of a 90-second hero video embedded to the article help contributed to these results.
The :60 cutdown video was well-received, with a 20% completion rate and an engagement rate 5 times higher than My Code's 4.0% benchmark.
The diverse content resonated with the target audience, as evidenced by 135 users sharing or saving the content, expanding SPAM® Brand awareness.
