Multicultural Media: Starcom MediaVest Group for Heineken, Heineken - Manero
Despite the fact that Hispanic males are heavy consumers of
online and digital media, the audience is severely underserved online with only about ten percent of online content in Spanish and almost none of it relevant to young Hispanic men. To fill this
void, Heineken teamed up with Urban Daddy, a general-market lifestyle Web site known for city specific content for young people, to create the first-ever upscale Hispanic men’s lifestyle
publication — Manero. Through email subscribers, Manero delivered weekly content that was buzz-worthy to the target audience. The results were astounding with nearly 400 million subscribers in
the first six months.
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