MERCADEO Versión en español
Claudia Trujillo of Unilever: Hispanic millennials tend to consume information based on content quality
30 de marzo de 2016
Denise Bidot, Claudia Trujillo y Marcos "Reggae" Smith
Claudia Trujillo, Senior Brand Manager, Unilever U.S. Multicultural talked to PRODU about their most recent brand campaign entitled #100PorCientoTu (#100PercentYou) that promotes self-expression and individuality, aiming at Hispanic millennials. “Hispanic millennials tend to consume information based on content quality, regardless of the language being used. They set the trends and consider their personal style as synonymous of their exclusive trademark. Therefore, Unilever decided to merge two elements they are passionate about -music and style- to inspire them to become a better version of themselves” she said. The #100PorCientoTu campaign was developed for social networks using influencers and focusing in beauty and personal care, featuring the international model Denise Bidot and Vine star David López. “Both will spread the message of #100PorCientoTu with their advices and showing how they express their individuality through their work and personal care routine using brands such as Suave, Dove, Axe, Degree, Caress, TRESemme and Ponds.” For Trujillo, the key elements to talk to Latino youngsters are content and products appropriated for their life style. “It’s necessary to understand and respect their need for individuality and at the same time that they identify with common ground -such as music and style- which they are passionate about and unites them.” #100PorCientoTu is a marketing integrated campaign supported by several agencies such as: MindShare in PR with Edelman, in digital expansion with Captura, and shopper marketing with Bravo.
