Challenge
Unilever was looking to amplify their sponsorship of the Mexican National Team (2013 and culminating with the World Cup in 2014) online by leveraging relevant passion points around family celebrations and food to connect emotionally with Hispanic women and become part of their soccer-related event planning and everyday lives.
Solution
TuSeleccion is Unilever’s digital platform offering Latina women innovative solutions around soccer and the World Cup. Solutions center on recipes and menu planning, food-related tips and ideas, and soccer viewing party inspiration including crafts and DIY’s. TuSeleccion takes advantage of the soccer viewing occasion and its importance for the Hispanic family while showcasing the Unilever family of food brands. The TuSeleccion platform comes to life across a variety of digital channels including a responsive website, social media, SMS and email.
Strategic and Creative Approach
TuSeleccion’s content strategy centers on the unique needs of Latina moms around the soccer viewing occasion. Unilever brands are contextually related to the solution are wrapped around practical and useful DIYs, Videos, and Meal & Party Planning solutions.
DIYs
A series of interactive soccer DIY’s showcase fun, creative and easy ideas to help mom bring her family together around the Mexican National Team and the World Cup.
Videos
Leveraging a man-on-the street approach to intercept fans at game-time, Captura Group produced a series of engaging and interactive videos to deepen user engagement with the platform and published the videos across all digital channels.
Meal & Party Solutions
Solution-oriented tips around associated with everything related to planning a game day party, at home or at a stadium tailgate, while celebrating her love of her heritage, food, and soccer.
Digital Media
TuSeleccion reaches its Hispanic online target audience through Digital display advertising. Captura Group provides digital media recommendations, digital media creative, and overall media management, in conjunction with Unilever’s media agency.
Leveraging Facebook’s reach, insight-driven ideas and existing Unilever Hispanic platforms, Captura Group leveraged the content from the platform on social media for pre-game party inspiration as well as game-day passion to inspire Latinas across Facebook to engage with TuSeleccion and the Unilever family of food brands.
CRM: Email & SMS
TuSeleccion’s CRM strategy included dedicated email and SMS marketing program providing subscribers with access to relevant game day ideas to deepen their engagement with the brand and a national promotion culminating with the chance to win a VIP trip to see the Mexican national team.
Retail Activation
The TuSeleccion digital platform amplified retailer promotions, deepening the relationship between Hispanic consumers and Unilever products at the point of purchase while providing retailers with a digital activation point around soccer.
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