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Kimberly-Clark on Mobile & Hispanics at the #MobiU2013 Summit, 9/26 in Chicago
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Kimberly-Clark on Mobile & Hispanics at the #MobiU2013 Summit, 9/26 in Chicago

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We often hear how Hispanics “over index” on mobile. But what does that really mean, and how should we act on this information? Let’s uncover some insights and explore how Kimberly-Clark ...

We often hear how Hispanics “over index” on mobile. But what does that really mean, and how should we act on this information? Let’s uncover some insights and explore how Kimberly-Clark approaches this important consumer group.

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  • Hispanic make up 17% of the US Population. Largest minority population. White 65%. Black 12%. Asian 4%. In 1980 this figure was 6%. With that growth comes a profound impact on all aspects of our culture. 23% of US births are to Hispanic mothers. 51% of all births are to multicultural mothers. Hispanics have accounted for more than 50% of US population growth since 2000, and that trend is expected to continue for decades. Due to immigration but growing source is native born Hispanics. Source: US Census Bureau
  • 1 in 5 millennials is Hispanic. These Hispanic millennials comprise 30% of the US Hispanic population. Hispanics are the youngest racial/ethnic group in the US today. Median age for Hispanic is 27. Black 33. Asian 36. White 42. Hispanic HHs average 3.7 people v. 2.4 for non-Hispanics 10% of Hispanic HHs are multigenerational vs. 5% of Whites. 25% of all Hispanic HHs have children under 6, vs. 12% of non-Hispanic Source: US Census Bureau
  • 80% of US Hispanics use social media. 75% blacks. 70% whites. The numbers here are skewed by the proportionately younger Hispanic population. Shows importance of social connections. The Hispanic mom is consuming more media than non-Hispanic moms and she’s doing it in both languages (English & Spanish) Internet usage appears to be have no strong language preferences, with slightly more English than Spanish overall. 40% of Hispanic social media users are bi-lingual, 34% prefer English, 25% prefer Spanish. Almost 80% of Hispanic moms speak Spanish to their children to ensure that they grow up speaking the language. Language: A majority of Hispanics today are bilingual , and likelihood of English dominance increases with generations. At the same time, the use of Spanish is not decreasing. Consequentially, using Spanish language alone is no longer the most effective strategy for reaching her She keeps her heritage alive even if she’s English-dominant. Generally the hispanic population is becoming bi-lingual Language remains contextual and dependent on the situation and the time spent in US- English continues to become more prevalent. Her Hispanic heritage is an essential part of her identity Regardless of “Generation” heritage is a point of pride that makes her unique Though heritage is important, like language, its contextual and relevant to what she’s doing. –everything doesn’t need to be in spanish Context Key Again: The more personal the interaction, the more likely it is to be in Spanish. She’s comfortable consuming most types of media in both English and Spanish- with TV and digital being key channels Sources: The Latina Consumer , Mintel, 2011 Simple Ways to Keep your Latino Heritage Alive , NewLatina.net 3/20/11 Many US Latinos who Speak English turn to Spanish TV, Radio , Univision, 8/11/10 Source: Pew Hispanic Research Center
  • We’ve all heard, and continue to hear, Hispanics over-index on mobile. Hispanics are more likely to be mobile internet users. 76% Hispanic, 73% Blacks, 60% Whites. 73% of Hispanic shoppers use mobile shopping tools while grocery planning, vs. 58% of non-Hispanics. They are early adopters of new technologies, ahead of the general U.S. population, and surpassing Millennial and Gen X shoppers in their use of sophisticated interactive tools and sites like social networking, group buying, online community websites, and mobile technology. Why? Hispanics skew younger, mobile is a more personal, more immediate and more engaging platform. It gives them a close social connection with friends and family. And, Hispanics are more likely to use a mobile device as their only internet access. Hispanics are also open to in-store and at-shelf mobile engagement opportunities. Coupons, offers, deals, value-added information. Sources: The Integer Group, M/A/R/C Research, August 2012 Pew Hispanic Center, March 2013
  • Hispanic consumers live in 2 worlds: Hispanic and American, Cuban and American, Puerto Rican and American and so on Traditional and Modern Spanish and English They live in 2 worlds but move between them seamlessly, marketers need to embrace the duality of these consumers
  • Leo Manzano story—1500-meter race at the 2012 Summer Olympics in London, Manzano came in second place, winning a silver medal – waved an American flag after his 2 nd palce finish, someone handed him a Mexican flag as well and he waved both, stirred a controversy. He said both flags represented who he was. When he when asked which he would choose if he could only choose one, he said he would choose Texas state flag. Controversy—flags, language, culture
  • Let’s look beyond Hispanic consumers. If you take the top 10 US metro areas, all of them have 50% or greater “minority population”, range from 50-72% black, asian, hispanic. More than 51% of US births are to multicultural mothers. The landscape has changed and will continue to change. It’s fluid. You can’t simply give lip service to any consumer group. As a brand, you need to be real, provide value, provide oustanding products and customer service, give your consumers a reason to buy from you and a reason to talk about you to their friends, and the rest will follow. We must go beyond the labels and look at mindsets, behaviors, preferences and personalize consumer experiences with our brands. We all used to talk about 1:1 marketing, that was the holy grail of the internet and digital marketing. It’s time we get back to that through smarter, personalized relationships with our consumers.
  • That’s the idea behind a TOTAL MARKET approach. Yes, look at all the numbers, the stats, the demographics, understand your consumers, but dig for the insights beneath all those numbers. Find the core consumer need and fulfill it. Provide an experience and deliver real value. It doesn’t mean a 1 size fits all approach, it’s delivering on the need in a meaningful way to each consumer.
  • I’ll give you an example of the evolution of our approach to Hispanic consumers at Kimberly-Clark with our Kleenex brand. Shopper marketing executions focused on Hispanic consumers in Hispanic markets Atraps Etornudo (Sneeze Catchers)—a separate commercial programs focused on Hispanic consumers Focused Hispanic tactics within General Market Commercial Program Today we have a commercial program using a core insight from our Hispanic consumers as the lead into a Total Market commercial program. Because that core insight, the consumer need, is shared in common across our target consumers.
  • Shopper marketing executions focused on Hispanic consumers in Hispanic markets in handful of metro areas with high Hispanic population. At retail locations targeting Hispanic consumers.
  • Atrapa Etornudo (Sneeze Catchers)—a separate commercial program focused on Hispanic consumers only. Omnichannel approach brought to life through Hispanic channels/media, again in markets with high Hispanic population.
  • Focused Hispanic tactics within General Market Commercial Program, taking a national approach, omnichannel.
  • Today we’re building commercial programs and our always-on efforts using core insights from our Hispanic consumers as the lead into a Total Market approach. Because those core insights, the consumer need, is shared in common across our target consumers. It’s a powerful insight that fuels brand marketing.
  • See advertisement in store, print, online or email, call **BABY or **BEBE, receive a text with link to a mobile web page to register and obtain a coupon. More than 2/3 of consumers completed the process.
  • Pull-ups took a key insight about our consumers and developed an always on approach to strengthening the relationship between mom, kid and Pull-ups to support the potty training process. One tool we developed was the Pull-ups Big Kid app. It includes helpful tips, social connection, games, progress tracker, Disney character calls, an augmented reality Disney character potty training success celebration experience and a potty timer. Since the app is ultimately based on a core consumer need, the app appeals to our total market consumers. We provide the app in English, Spanish and French so each consumer can customize the experience. For instance, a Hispanic mom may decide to use the app with her child in Spanish or English. It’s completely up to her. 85% english, 10% spanish, 5% french
  • Hispanics are a key consumer group. There’s no doubt. But, we’ve found a Total Market approach works best for us. Find the core consumer need and fulfill it. Provide an experience for the consumer, get them involved in your brand marketing, and give them real value. It doesn’t mean a 1 size fits all approach, it’s delivering on the core need of your consumers in a meaningful way for each consumer, based on their needs and how best to reach them. It’s about giving each consumer a personalized experience with your brand.

Kimberly-Clark on Mobile & Hispanics at the #MobiU2013 Summit, 9/26 in Chicago Kimberly-Clark on Mobile & Hispanics at the #MobiU2013 Summit, 9/26 in Chicago Presentation Transcript

  • Produced by the Heartland Mobile Council An Evolving Approach to Hispanics & Mobile Kyle Mengwasser, Digital Strategist, Kimberly-Clark @meeswonger @kccorp Event hashtag #MobiU2013
  • #MobiU2013, @meeswonger @kccorp Agenda • Fluid Consumer Landscape • Role of Social Media • Importance of Mobile • Total Market Approach
  • #MobiU2013, @meeswonger @kccorp 17% Hispanic Population
  • #MobiU2013, @meeswonger @kccorp 1 in 5 Hispanic Millennials
  • #MobiU2013, @meeswonger @kccorp 80% Hispanics Using Social Media
  • #MobiU2013, @meeswonger @kccorp MOBILE Hispanics Over-index
  • #MobiU2013, @meeswonger @kccorp 2 Embrace Duality of Consumers
  • #MobiU2013, @meeswonger @kccorp • Hispanic mobile usage trends • insights
  • #MobiU2013, @meeswonger @kccorp >50% Multicultural Population
  • #MobiU2013, @meeswonger @kccorp TOTAL MARKET
  • #MobiU2013, @meeswonger @kccorp
  • Shopper Marketing #MobiU2013, @meeswonger @kccorp
  • Hispanic Commercial Program Use t his coUpon t oday! AHORRE SAVE $1.00en caja cualquiera de pañuelos faciales ® de 50 pañueloso más (No esválido en eltamaño de prueba) on any one (1) box of KLeeneX® Facial Tissue, 50 count or higher (Not Valid on Trial Size) RETAILER: Your redemption certifies compliance with K-C’s Coupon Refund Policy (copies availableuponrequest). K-C will pay youface value (actual retailprice, or maxi- mumvalue if indicated, if“free” offer) plus $.08handling fee per coupon. Sendcoupons and requests for policy to Kimberly-Clark, P.O. Box 880148, El Paso, TX 88588-0148. Void where prohibited or restricted. Cash value 1/20 cent. Good onlyin the 50 United States. ®Registered Trademark and ™Trademark of Kimberly-Clark Worldwide, Inc. ©2011 KCWW AL CONSUMIDOR: No se permite vender ni subastar o transferir o reproducir de otra manera estecupón. Límitedeunsólo cupónpor compra, según se especifica arriba. Cualquier otro uso constituye fraude. CONSUMER: May not be sold or auctioned or otherwise transferred or reproduced. Limit one coupon per purchase as specified above. Any other use is fraudulent. Los pañuelos de la marca Kleenex® son los más suaves de América* y tienen Sneeze Shield. * Comparado a otras marcas nacionales similares Certi ca a tu hijo comofi Atrapa Estornudo de la marca Kleenex® y encuentra divertidos juegos en: AtrapaEstornudos.com #MobiU2013, @meeswonger @kccorp
  • Hispanic Execution in General Market #MobiU2013, @meeswonger @kccorp
  • Leading with Core Insights #MobiU2013, @meeswonger @kccorp
  • #MobiU2013, @meeswonger @kccorp BABY BEBE
  • #MobiU2013, @meeswonger @kccorp
  • #MobiU2013, @meeswonger @kccorp TOTAL MARKET
  • Produced by the Heartland Mobile Council An Evolving Approach to Hispanics & Mobile Kyle Mengwasser, Digital Strategist, Kimberly-Clark @meeswonger @kccorp Event hashtag #MobiU2013