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Introducing General Mills to Latina Moms

As a trusted brand and makers of some of the most popular foods on earth, General Mills sought to bring more value to its customers and develop a deeper, more meaningful and emotional connection with a particular market segment: bicultural Latina Moms.

To help General Mills connect with Latina moms and bring value beyond what can be found in the supermarket aisle, M8 developed a multi-brand, bilingual, integrated communications solution. The platform, Qué Rica Vida, provides a rich content-driven experience for users and an authentic resource for General Mills and its amazing brands and products. It became a true meeting point between brand and culture.

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Looking for
the perfect recipe

Beyond specific objectives like increasing brand awareness and consumer engagement, our main challenge was to create a solid foundation to allow a portfolio of 20 brands to attract, engage and interact with a diverse audience with different levels of acculturation.

A four-course menu

Consumer Insights.
Relevant Content.
Social Media.
SEO.

We developed a strategy based on insights drawn from our deep understanding of the Hispanic market in the U.S.  Qué Rica Vida began with a robust offering of some of the best recipes available for Latina moms and quickly evolved to provide an array of relevant content options that added value to users.  Content and tools helped to amplify reach through social networks and spark conversations that helped build community.

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Platform evolution

Supported by growth in U.S. Hispanic mobile adoption and social connectivity, we added additional touch points including a mobile and tablet application, snack-able, shareable content on social platforms, to best connect with Latinas on multiple screens.

Services

  • Applications/Games
  • Campaign Concepting
  • CMS
  • Content Seeding
  • Creative Strategy
  • Editorial & Partnerships
  • Paid Media
  • Platform Development
  • ROI Analytics
  • Search Marketing
  • Social Media
  • Social Performance
  • User Experience
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The icing on the cake

From 2009 to 2014, M8 has been a part of building a loyal community, achieving substantial growth across all digital touch points for Qué Rica Vida, and receiving industry recognition for being pioneers in a new age of brand owned media and content for the U.S. Hispanic market.

Last year’s results

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Community Growth

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SEO Performance

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Key Factors

  • Streamlined on-page optimization process led to significant increase in organic performance.
  • New site taxonomy & tagging structure.
  • Dedicated resource for keyword research and content optimization.

Back to Work