Patricia Hadden, Head of Growth Marketing, Peacock: Armas de Mujer, and Caso Cerrado will be among Peacock´s first originals in Spanish
Hispanic consumers are truly important for Peacock
Maribel Ramos-Weiner|04 de agosto de 2020
The first promise made by Peacock, NBVUniversal´s OTT platform, is to offer premium content for all the demographics and the Hispanic audience is no exception. “The Hispanic audience watches content in all the genres, in Spanish, and in English. There are more than 3,000 hours in Spanish in Peacock`s Latino section,” explains Patricia Hadden, Head of Growth Marketing at Peacock.
“Looking toward the future, Armas de Mujer, and Caso Cerrado will be among Peacock´s first originals in Spanish. We believe that events like the Olympic Games and additions to the library, such as The Office in 2021 will attract viewers,” she added.
She mentioned that the advertising partners for the launching are Capital One, L'Oreal USA, Molson Coors Beverage Company, Subaru of America, Inc., Verizon, Eli Lilly and Company, Apartments.com, State Farm, Target and Unilever, and their sponsorships are throughout the entire platform.
“Hispanic consumers are truly important for Peacock. Our approach to clients is not one-size-fits-all. A third of Peacock’s Symphony GRPs for the launch was targeted towards the Telemundo audiences. We work with our agency partners to ensure we have consistent tone across languages and have also created bespoke Spanish-language creatives to speak to the 200%-er. The range of launch spots feature breadth and depth of content, as well as highlighting content that appeals to the whole family (both English and Spanish-language). We’ve also developed a robust digital marketing plan to identify and convert Hispanic audiences across platforms and tactics,” she explained.
She furthered that the early preview made with Xfinity subscribers was a big space to experiment and see what marketing initiatives drive the action. “For example, we’ve seen our CRM campaigns help accelerate the rate of return back to Peacock. We’ve seen Victoria and Betty en NY performing well, and news has also been popular. Helping customers with discovery and awareness of what’s available is really important for us since we are focused on driving metrics that matter for long-term success, like lifetime value more so than simple download numbers,” she said to finalize.