By: Laurie Sullivan
Univision Creator Network (UCN), a Hispanic-focused network, and Mazda North American Operations (MNAO) will announce a partnership Tuesday with Alan Estrada, a travel influencer. The three will create a digital storyline and campaign aimed at connecting with U.S. Hispanic consumers.
Russell Wager, vice president of marketing for MNAO, believes the partnership with Univision has allowed the company to think “authentically” outside the box in how it communicates with the Hispanic community.
The campaign is part of a larger media buy for Mazda in their efforts to reach Hispanic consumers. The first phase of the campaign was launched in July, which included digital ads airing on Univision.com in which the ad briefly converted Univision.com’s navigation site into Japanese. During that time, Univision also pushed out some Japanese social content.
Bravo, a Hispanic marketing and advertising agency, developed the campaign creative with Univision.
It was part of Mazda’s Japanese “Disruptive” campaign. In addition to the influencer piece, digital ads continue to run on Univision.com and social platforms.
In the latest phase of the campaign, Estrada, which has more than 2.1 million subscribers, visits Hiroshima to take his fans on an adventure. His blog, AlanporElMundo, documents his travel experiences around the world, sharing images of exotic and top travel destinations for his fans to follow the adventure.
Estrada will develop content that showcases Mazda’s values — harmony and perseverance — and the spirit of the city. The Mazda CX-5 is part of the campaign. And in the “Perseverance” phase of the campaign there are car integrations in Estrada’s videos.
The “Harmony” part of the content will go live November 15. In October, he began posting to his social accounts and teasing the campaign. “Perseverance” content will launch in January and runs through March.
Initially, Estrada created travel vlogs and custom videos introducing Estrada and Univision’s fans to Yabusame Archers, horseback archers known for their connection to horses. In January, Estrada will kick off the campaign’s Perseverance phase by showcasing inspirational stories that illustrate off-the-beaten-path Hiroshima and the city’s craftsmanship, from famous dishes and sword-making to intricate Origami Cranes.
The videos are shared across Estrada’s social platforms and Univision’s social pages.