Hispanic Heritage Month In-Store Gift with Purchase Marketing Campaign to Upsell Hispanic Consumers

About the Project

PURPOSE
The primary purpose of the campaign was to drive Hispanic customers to multiple retail COX stores to upgrade their cable services using the bilingual cookbook Nexos Latinos® Delish-ioso: A Collection of Latino Chef and Celebrity Recipes as an innovative gift with purchase to celebrate traditions and reinforce Cox’s commitment to the segment during Hispanic Heritage Month. The campaign also included details of their in-store events that covered live remotes from their local radio station, food, drinks and giveaways.

The Eclipse Solution 

The strategy was to create a special Hispanic Heritage Month marketing campaign with multiple touch points such as custom in-store print promotion via a bag stuffer, emails, social media, landing page, digital banners and a custom book jacket for the cookbook. Messaging for all tactics was consistent throughout the campaign which focused on the benefit of upgrading to the Latino plan and enjoying relevant Networks while showing appreciation with the Nexos Latinos® Delish-ioso bilingual cookbook as a gift with in-store upgrade purchase. The cookbook has over 45 bilingual Latino recipes from well-known chefs like Lorena Garcia and Telemundo’s Chef James Tahhan, music stars like Farruko and Jonatan Sanchez and TV personalities like Karla Martinez from Univision’s Despierta America. This gift with purchase encompasses many of this segment’s passion points like: food, family, traditions, celebrities and music. The custom book jacket included the Cox logo, partner logos and a personal write-up in both English and Spanish on the custom jacket flaps by the MVPD giving them the opportunity to engage with this segment in an exclusive and original way. The tactics of the campaign also included details of their in-store events: live remotes from their local radio station, food, drinks and giveaways.