Kmart

Kmart Madres y Comadres Case Study

Kmart desired a deeper relationship with their existing Latina customer base.  HDC and Kmart understand that currently 16% of the total US population is Hispanic and that population is not only growing in size, but also growing in terms of online presence.  Kmart looked for ways to engage as an authentic brand that understands the needs of the Latina.

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Approach

Kmart’s Brand and Multicultural Marketing teams brought together experts within their various fields to develop the Madres y Comadres program, a highly engaging program based on one of the most important relationships that exists in Hispanic culture.  Madres y Comadres literally means “Mothers & Godmothers”. In Hispanic culture, from the time a child is baptized, the comadre shares the parenting role alongside the natural parents. It’s the epitome of extended family.

Meredith Video Studios and Alberto Ferreras created the in-language content for the audience. Ferreras is a New York based author, writer, producer-director, born in Madrid, Spain, and raised in Caracas, Venezuela. He is best known for his popular documentary series “Habla” for HBO Latino and he has produced countless projects in both film and television for over 20 years. The Madres y Comadres program consists of branded content, 8 scripted videos and 12 videos about experiences of real Latina moms and their children.

Kmart was confident that the content would drive conversation and engagement, yet understood a key benefit to develop would be an optimum distribution channel and enhanced user experience.  Kmart came to Hanson Dodge Creative for digital strategy expertise. Our goal was to develop a completely in-language, best-in-class YouTube experience to position Madres y Comadres, as well as support the promotion of the Madres y Comadres program. 


Solution

For YouTube.com/MadresyComadres, the creative objective was to deliver an innovative experience: one that enables various ways to navigate through the content and extend social tools to develop an ongoing conversation among these Latinas about shared life experiences. By lowering the barrier to share, vote and comment on videos users can engage quickly and effortlessly. The channel includes a “Madres” voice participating with users in meaningful conversation. Users will have the ability to shop within select behind the scenes videos to find featured back-to-school products. The Madres y Comadres program strives to strike a perfect balance between entertainment and education, sharing advice of like-minded peers and inspiring moms to do their back-to-school shopping (at Kmart).

At HDC, we specifically delivered:

  • Brand logo, positioning and overall creative direction
  • User experience, creative and development of youtube.com/MadresyComadres gadget
  • Custom commenting module
  • Supporting photography
  • Creative for online ads and additional social properties (Twitter, Facebook)
  • Development of “Shop-able” videos
  • Creative concepts for “sister” channels:  Siempre Mujer & Ser Padres
  • Provide analytics and tracking reports
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