While Univision continues to show growth and ratings success, the Company recently embarked on not one, but two robust B2B campaign efforts to court the business community.
“Many marketers are working up to increasing the amount of money they spend to advertise on Spanish-language media, but there are still some holdouts that haven’t,” Univision’s David Lawenda, president of Advertising Sales and Marketing, told Stuart Elloitt in an article that ran in the New York Times on Sept. 7. “This campaign is aimed at them,” he added.
Using print and online creative, the campaign focuses on the strength of Univision’s programming juggernauts: primetime novelas, sports and reality shows touting their unduplicated reach with Hispanic audiences. The campaign also highlights how Univision’s primetime novelas and reality shows deliver more bilingual Hispanic viewers, ages 18 to 49, than hit shows on English-language networks like “American Idol,” “Dancing With the Stars,” and “The Voice.”
In addition, in order to let advertisers have a bit of fun, the campaign also includes an entertaining social media game called “It’s You on Univision.” With this game anyone can become part of our programming – insert yourself in a scene and become a star at http://s14575.p326.sites.pressdns.com/itisyou/
Running through the end of November, the campaign’s digital executions can be seen on WSJ.com, AdAge.com, Forbes, Hispanic Ad, Hispanic Market Weekly, Produ, LinkedIn, AAAA’s Smartbrief, Mediapost and Cynopsis. Print ads will appear in key issues of The Wall Street Journal, Forbes, Advertising Age and Strategy + Business.
Another effort that has been going on concurrently is on the distribution front. With the announcement last May that Univision will be launching several new cable networks, Univision’s Distribution team has been blanketing affiliate trades with a campaign about the new TLNovela and Deportes networks. The first teaser campaign launched during the National Cable & Telecommunications Association Conference in June and continues this Fall with a “Give Love. Get Love.” creative campaign that introduces the new TLNovela channel.
As Univision continues to deliver content that viewers crave, we invite you to keep an eye out for these campaigns to get a better sense of how Univision wins with Hispanics.