Lauventria Robinson of Coca-Cola USA: Combining relevance and emotional engagement is the way to reach multicultural audiences

Lauventria Robinson, who leads Multicultural Marketing at Coca-Cola North America, and Kimberly Paige, VP Sprite Brands and Flavors, revealed their brands’ strategies to engage with multicultural audiences. At the 17th annual ANA Multicultural Marketing & Diversity Conference, Robinson said that multicultural audiences are high digital content consumers. “On average, they invest seven more hours in apps than non-multicultural consumers. While Hispanics invest eight more hours watching videos on their smartphones that the average of non-multicultural public”.She explained that Coca-Cola focuses in highlighting their consumers’ values and in this regard they create everyday stories around family, community, sports, legacy and music.”We know that regarding family the most important holiday after Christmas is Mother’s Day, that’s why we produced a piece to praise that important figure within this segment. That piece resulted in 1.2 million of social engagement in one week”.Regarding stories about sports, she said that acknowledging the soccer penetration among Latinos, they created a campaign called Coca-Cola Brought together. “This campaign was amplified using influencers, important soccer figures, and it reached 40 billion impressions”.With their Orgullosos de ser latino campaign –which included the launch of family name cans that could be used as tattoos-, they reached 6.4 million of social engagement in three weeks.