ALMA MAGAZINE
Pensando Diferente
DEFINING
OBJECTIVE :Increase digital magazine subscriptions in key target markets.
TARGET :Hispanic American intellectuals who are not limited by their heritage, but integrate it to develop a richer cultural profile.
WHAT WE WANT TO ACHIEVE
CHALLENGE: Reach the target through digital means in a way that feels native to the consumer as well as the brand.
PROBLEM :The content in Alma Magazine is relevant for Hispanic Millennials, but it’s perceived as being for older generations.
Why? Where? When? How? What? questions lead us to amazing INSIGHTS
CATEGORY INSIGHT: Cultural and Intellectual magazines for Hispanics are failing to connect with millennials by doing it through outdated channels.
BRAND INSIGHT: Alma Magazine pushes for plurality and social integration of people through culture and knowledge.
TARGET INSIGHT: Providing millennials with editorial value is not enough. Being overloaded with advertising, they filter everything that is not communicated in their terms.
CULTURAL INSIGHT: With ubiquitous access to information and knowledge, access to culture and local traditions has become a relevant form of entertainment.
CONCEVING
STRATEGIC PLATFORM
Your People. More Culture
You follow just what resonates with you, the people that communicate with you on your terms, those who talk with you and not to you.
Culture is a vehicle for social plurality and integration.
Your People. More Culture, provides you with access to culture and knowledge through the POV of your people. It amplifies the integrative power of culture by turning it into a native form of entertainment.
HERE WE GO
STRATEGIC SOLUTION
Create a series of documentary-style short videos for social channels, leveraging micro-influencers from Hispanic American dense markets to bring to life some of the different cultural aspects covered by Alma Magazine.
The Right Influencers
Focusing on hyper-local approach on key markets we choose a series of micro-influencers who are connoisseurs on the subjects relevant to the magazine, such as art, music, fashion, theater and even politics. We use millennial influencers with a Hispanic background or an established Hispanic American following base.
Details
Relevant & Native Connection
We borrow their voice and style to tell and tease Alma Magazine stories in order to create an organic connection between the Magazine, the content and the influencers. By telling the stories through connoisseurs who regularly address the subject, we prove that stories and editorial pieces from Alma are relevant to millennials in a way that is authentic and non-disruptive.
Call To Action
To make these series convert to new online subscriptions we provide a call to action and a promotional code on each video, which sends millennials to almamagazine.com and gives them a two-month free subscription to the online version of the magazine.
KPI’S: Reach, Engagement, Leads and Subscriptions.