This holiday season, Coca-Cola deepened its longstanding partnership with Univision with a Hispanic-led strategy to support their global “Make Someone Happy” holiday campaign. In a perfect example of Total Market Strategy, Coca-Cola tapped into insights around the Hispanic consumer and their penchant for positivity, to support their campaign on Spanish-language television in partnership with the longest-standing Spanish-language entertainment franchise, Sabado Gigante (Giant Saturday).
With Univision as a consultative partner on the best practices to drive impact with Hispanics, this never-done-before sponsorship presented viewers with powerful native content designed to pull on viewers’ heartstrings as the holidays drew near. For the first time ever, the entire hour of Sabado Gigante was dedicated as “La Hora de la Felicidad” (The Hour of Happiness), presented by Coca-Cola. The special episode deeply aligned the brand’s message and objectives with happiness-inspired segments ranging from family reunions and acts of kindness, to a special heart felt musical performance by top Latino artist, Luis Enrique.
Bridging the tried-and-true message of Sabado Gigante with what’s new, Coca-Cola also acknowledged the fact that Hispanics are social savvy consumers, and therefore challenged Univision to drive the audience to action through social media. As a result, viewers joined the conversation on Twitter using the branded hashtag #HazAlguienFeliz for a chance to win great prizes. Plus, the robust program was promoted through key initiatives with Coca-Cola’s social bloggers, and across Univision’s vast social presence. To further drive scale and engagement, the brand sponsored post-show recaps on the happiest morning show around, Despierta America (Wake Up America).
This cross-media activation delivered just what Coca-Cola set out to accomplish this holiday season, with consumers across the nation joining in to spread happiness. Leveraging the right insights and a willingness to take chances on innovative ideas, together Coca-Cola and Univision ignited a happiness movement all season long.