People en Español is the only unifier that brings all Hispanic celebrities together. Los 50 Más Bellos celebrates 50 of the Most Beautiful Hispanics, connecting 12+ million Hispanic consumers to the stars they love through unique content across owned & operated social media, digital properties (desktop & mobile) in addition to in-book (print). Each element provides high-profile partnership opportunities to advertisers. This program culminates in the June issue, which is coveted by consumers and Hispanic celebrities alike.
Goals
Develop a 360 multi-platform campaign that brings to life Los 50 Más Bellos across print, social media, digital, with a live event and retail experience;
Over deliver on social media and media coverage impressions YOY
Establish Los 50 Más Bellos as the Premiere Hispanic Red Carpet Event
Strategy
Our cross-channel program included exclusive digital and mobile content, a national retail program, ongoing promotional and social media support, all leading up to the most sought after red carpet event of the year.
Outcome
1.5 billion program impressions, up 50% YOY
*Sources: Facebook, Twitter, Instagram, Netbase, Websta
1.07 billion social media impressions, up 53% YOY;
413+ million media impressions, up 13% YOY;
13% bonus impressions on average for the digital site special;
7.3 million print impressions through our magazine;
June Bellos issue is the #1 issue of the year
Nearly 70K consumers streamed the LIVE stream of the May 12th event;
Extensive media coverage in print, online and broadcast cementing Los 50 Más Bellos as the Red Carpet Event and program for Hispanic audiences.
We creatively developed and successfully executed an omni-platform program that provided unique content for consumers, by channel; including forging a first-time partnership with Facebook for exclusive celebrity content. Life as a Carnaval was the theme for 2014, as part of the program:
With the February 2014 issue, we launched Elige Tu Bello sponsored by Toyota. This print, digital and social media program was a consumer engagement element that kicked off the franchise in print by showcasing the stars from which consumers could vote one, onto the 50 Most Beautiful list through PeopleEnEspanol.com. Celebrities, People en Español and consumers leveraged social media to generate buzz for the program;
Each month through May 2014 in print and online consumers were treated to exclusive clips, photo galleries, videos, articles and more, from our editorial staff in order to build excitement throughout the winter and into spring, with ongoing features including: Eternamente Bellos – Showcasing past celebrities from the Most Beautiful list; Elige Tu Bello; Gallery of covers from prior 50 Más Bellos issues.
Colgate Optic White and People en Español launched La Sonrisa de Revista (Magazine Cover Smile) contest in early spring through a print call-to-action for consumers to upload their photos onto our digital cover-tool that generated images of consumers as cover-subjects of our magazine. Entrants had the opportunity to win a trip to the May Red Carpet Event, a shopping spree with celebrity stylist and be featured in within People en Español; The winner was selected by our editorial team;
#TodosSomoBellos consumer campaign in April asked consumers to shared their selfies using our branded hashtag and we made them the center of the program by posting their images on a digital billboard at the center of Times Square;
The foundation of Los 50 Más Bellos franchise is custom photography, with stunning images from around the globe. These editorial spreads created unique, highly-visible positioning opportunities within our most popular issue of the year. The June Bellos issue (on sale May '14) was filled with visually stunning images, behind the scenes footage and more that provided digital content for our owned and operated channels.
In order to capture the excitement on social media stemming from each franchise element, we created a social media hub with Postano on PeopleEnEspanol.com to house all relevant social media chatter for consumers to enjoy;
In May 2014, we executed Los Productos Más Bellos, a retail program with the #1 retailer Walmart. COVERGIRL, Olay, Pantene and Colgate Optic White were featured in-book as the Most Beautiful Products and consumers were provided with participating retail locations where they could attend product demos and speak with product ambassadors at each location. Consumers were invited through social media, in-book, and custom eblasts;
Additional franchise sponsors included MundoFox broadcast network, Dominican Republic Tourism Board, and M&Ms (alongside Colgate Optic White, P&G with its COVERGIRL, Pantene and Olay brands and Toyota);
Our LIVE Red Carpet event took place in NYC on May 12, 2014:
•All-star, red-carpet event in NYC attracting 400+ VIP guests;
•Icon Award Recipient Rita Moreno, presented by Ricky Martin;
•Fan Area with participation of brand social media managers;
•Live video streaming of red carpet arrivals, fan area and inside the event including celebrity shoe-cam – sponsored by MundoFox and Toyota, consumers were invited in-book through a tune-page and our website and social media channels offered pre, during and post communications to entice consumer tune-in and participation.
•We partnered with Facebook for a celebrity video booth to create real-time content from the event that was published exclusively through Facebook
•On-site sponsor activations were themed to align with the Life is a Carnaval concept, including Zoltar machines, dream readers, cirque performers, and much more.
On a social level, People En Español's online audience performs in the top 10 for Facebook, Twitter, and Instagram across all of Time Inc's global properties. The brand's social media footprint includes 1.2 followers on Twitter, over 3.4 Million "Likes" on Facebook, and 400K+ followers on Instagram. By the end of 2014, globally, PeopleEnEspañol's unique views had grown 53% year over year and referrals from search were up by 22%. The mobile site's unique views were up 25% month over month, reporting higher unique views than the desktop site and social media referrals were up 34%.
