MERCADEO Versión en español
Mauricio Jiménez of Unilever: Tu Twist covers several points of view from the consumer to the content producer
2 de mayo de 2016
Mauricio Jiménez, gerente sénior de Mercadeo Multicultural de Unilever
Mauricio Jiménez, Senior Multicultural Marketing Manager at Unilever told PRODU that the brand wanted to create this year a strategy focused on each one of its programs, summed up into the Tu Twist digital campaign. This project combines the cooking brands: Knorr, Hellmans, Breyers, Fruttare, Popsicle, Country Crock and Lipton, with a new web comedy series featured by Giselle Blondet. “The Tu Twist campaign concept covers several points of view, from the consumer to the content producer” he said. Unilever used the Hispanicize platform to amplify the brand message, as a food products official sponsor. “We wanted to take advantage of all these perspectives so we could share the first series video during Hispanicize, which showed our enthusiasm for the program. The diverse agenda of Hispanicize allowed us to create key moments during the conference and share our story eloquently.” Tu Twist is a digital campaign that connects the cultural relationship between Hispanics and food. “The digital content has become key to share our message with consumers, particularly with Hispanic moms that use their mobile devices both to find inspiration, new recipes and also entertainment. We created the #TuTwist hashtag they can use when sharing their culinary creations with other moms online.”
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