• by Aaron Baar , July 27, 2016

Marketing, particularly when it comes to Millennials, is all about making a meaningful connections. So is telecommunications and social media. Verizon is looking to make deeper connections with Hispanic Millennials with a social media heavy marketing effort. 

As part of its Hispanic-targeted “Bienvenido a lo mejor” (“Welcome to the best”) marketing campaign to connect Hispanic Millennials with inspirational people and influencers from a variety of artistic outlets and cultures. The strategy is one the company is calling “cultural mobility,” appealing to Millennials’ varied, always-moving, always-on lifestyles. 

“The role of our brand is to support what the consumer is looking for and their mobile lifestyles,” Stephanie Shannon, culture and segment strategist at Verizon, tells Marketing Daily. “We wanted to dig deeper into the [idea] of what culture is. It’s not just about pulling in languages and touchpoints of a country of origin.”

Partnering with actress Gina Rodriguez (“Jane the Virgin”), Verizon is calling on consumers to use the hashtag #LoMejorDeMi (The Best of Me) along with a video, photo or statement about why they want to connect with one of four notables: chef Juan Manuel Barrientos; soccer player Alejandro Bedoya; YouTube personality Megan Nicole, or social media beauty expert Yasmin Maya.

“We know Hispanics over-index with social, so we felt engaging the right set of Millennials gave us a more authentic touchpoint,” Shannon says. “This contest gives consumers a chance to make meaningful connections with the people who inspire them.”

In addition to the social media contest, Verizon has launched a month-long Facebook initiative, in which 30 different influencers share their unique passions via Facebook Live. The participants, ranging from dancer Antonio Martinez and musician Otto Von Schirach to chef Juan Manuel Barrientos, share their passions (via a Verizon mobile phone and the live service) once a day until August 14. 

“It’s really telling the stories of regional influencers to reach Millennials,” Shannon says. “We’re pulling in a deeper layer. This concept of cultural fluidity rings true across all Hispanic Millennials.”