1. Capstone Presentation
Presented: August 25, 2014

2. Project Overview Instagram focused -not millennials and multiculturals
Instagram is becoming one of the most popular social networking platforms, with over 200 million users and over 55 million photos uploaded each day. Instagram successfully promotes their users to engage with others. Studies show Instagram users are 58 times more likely to like, comment or share a brands post than Facebook users, and 120 times more likely than Twitter users.
Although there is an extremely large active audience on Instagram, it is challenging for companies to spread awareness of their brand’s account since there is very limited advertising opportunities, and posts only have a lifespan of a few hours. As a result, it is necessary to develop programs to help spread brand awareness, initiate engagement and gain followers.
Objective: Develop a social media program based on findings to reach Hispanic consumers on Instagram
Challenges
Advertising is limited and expensive on Instagram
Short lifespan for content being shared
Difficult to authentically connect with Hispanics
Opportunities
Millennials have a large presence on Instagram
Hispanics have a large presence on Instagram
Instagram focused
-not millennials and multiculturals
Challenges: no advertising, short lifespan for content…
Underline and bullets

3. Sabadito Recipe Contest

4. Sabadito- “Party on a Saturday”
Over 200,000 posts with #sabadito on Instagram currently
Images posted are similar to those posted by Hpnotiq fans
Hispanic slang that will grow to recognized with Hpnotiq
Hashtag has a lot of images of girls with their friends
Want to target those who enjoy spending time with others
Targeting those who like to entertain and host friends and family
Friends
Hashtag has a lot of images of drinks or people with cocktails
Saturday is a popular time for images to be posted with cocktails
Parties- Hpnotiq tries to celebrate even the smallest celebrations
Drinks
Hashtag has a lot of images of Hispanic female’s ready for the night out
Most common time to create a drink will be when getting ready to go out for the night
From Sparkle we know that many Hpnotiq followers like posting selfies
Selfies

5. Sabadito Recipe Contest: Overview
Program Overview
Ask: Create a cocktail recipe, featuring Hpnoitq, that corresponds with the weekly theme. Then, post an image to Instagram with the recipe and #HpnotiqSabadito.
Timing: Summer 2015 (July-August)
Weeks: 6 weeks
Why It Works
XenoPsi Media has begun to notice a growing interest in Hpnotiq from Hispanic Millennials. As a result, XenoPsi recommends that Hpnotiq should begin to focus some of their engagement programs and advertisements towards targeting these groups. Although Hpnotiq already has an Instagram account, there has yet to be an engagement program solely using Instagram. An Instagram program would also help capture the attention of Hispanics, since studies show that 77% of Hispanics find advertisements on their smartphones a source of useful and reliable information when making purchases.
Additionally, as Hpnotiq tries to phase out drinks and images that feature Harmonie on their website and social media, there will be a higher demand for recipes and images with Hpnotiq. A recipe program would help the brand have more images to use in future campaigns, find new recipes to post on the website and help fill the Hpnotiq Instagram with user generated content. It is already easy to see that the Hpnotiq fans like to post images of their creations on Instagram and love getting recognition for it, so this program would only encourage fans to continue to do what they already love.
Paragraph- why it is a good idea and why it is recommended
Stats about instagram/millennials/multiculturals
All hpnotiq- targetting multiculturals/millennials no engagement program need recipes
There is an especially large audience with millennials, who spend an average of 439 minutes per month on their smartphones. As a result of the growing engagement on Instagram, it is important for brands to have a strong presence on the social media network. In order to gain the attention of the Hpnotiq fans it is recommended to create an engagement program that will encourage fans to both engage with the Hpnotiq account and bring their friends to the page as well. The program should target millennials, who are frequently using social media, and specifically Hispanics since it has been shown that 77% of Hispanics rely on advertisements on their smartphones for useful information.

6. Sabadito Recipe Contest: Weekly Challenges
Amigas Night In
Drinks Del Mundo
Wild and Loco
Week 1: Cinco de Mayo
Week 2: Wild Night (Jungle Theme)
Week 3: Amigas (Girls Night In)
Week 4: Travelling/Vacation/Around the world
Week 5: Besos (Favorite cocktail for summer)
Week 6: Summer Fiesta/ sabadito
Suns out, funs out
#sabadito (Party on a Saturday)
DULCE
Summer Fiesta
Dulce Summer
Tan Caliente

7. Sabadito Recipe Contest: Logistics
Entries must be tagged with the #HpnotiqSabadito
Each week the brand will pick the top two photo for the most creative and relevant recipes for the theme
The top two images will then be posted to Hpnotiq’s Instagram
Whichever photo on the Hpnotiq Instagram receives the most likes will be the winner for the week
Millennial girls are known as being very competitive and will drive their friends to go to the post to vote to help them win
Each weekly winner will have their recipe featured in the Hpnotiq Recipe section on the Hpnotiq website
At the end of the six weeks, Hpnotiq will pick the best three recipes to be served at an event during the “Fun Fearless Life Weekend” for Cosmo for Latina in Miami
The winners and their friends will win a trip to Miami for the event

8. Social Media Support Beauty Cocktails Cosmo
Each week Hpnoitq will post the weekly challenge to their Facebook, Instagram and Twitter accounts
Find popular Instagram users with an interest in cocktails or a Hispanic connection to post a image to promote the contest
Send these users a gift pack (shakers, cups, garnish) to help them create cute drinks that can be posted as examples and used to spread the word
makeupbycamila
Bilingual YouTube beauty channels
Large following on Instagram
Already a popular source of information on beauty and fashion
Like to be reassured of choices
Beauty
nibblesnfeasts
Popular Hispanic food blogger with a bilingual blog
Posting about drinks and already has recipes available
Fairly large following on Instagram
Cocktails
dulcecandy
Beauty blogger for Cosmo Latina
Trust their friends and families opinions
Will want to hear from a reliable source that they already look up to
Cosmo
Cross posts? Promoting on Facebook? Banners?
Once a week Hpnoitq will post the weekly challenge to Facebook, Instagram and Twitter
83% have a social media account
Hispanics are very likely to take ads seen on their mobile phones into consideration as good information when researching products

9. Media Support
Hpnotiq would partner with Cosmo Latina to host an event during the Fun Fearless Life conference in Miami
Provide product for open bar
Provide gift bags with Hpnotiq goodies
Photobooth
Hpnotiq will pick three of the six winners to attend the Cosmo Latina event and have their drink served
Landing page on Cosmo Latina explaining contest
Facebook non-timeline link posts driving to landing page on Cosmo Latina
Targeting: Hispanics, Recipes, Spanish as a second language
Competitive- 72% of millennials like to be the source of information
Enjoy once in a lifetime experiences
Millennials known as the “me generation”- more than half of millennials enjoy being noticed
Used to be seen as narcissistic
Can it be just in cosmo latina or would it have to be a larger media buy?
Online only?
Can do a media buy onliine, have to sponsor the event
75,000 banner ads
Latina bloggers connect- talk to one and info goes to everyone
Popsugar? Tmz perez hilton
Latina magazine
Yourtango
Cosmo latina events? Get to go to the events and drinks will be featured
Fun fearless latina awards (june 4th)
Fun fearless life
December
Cosmo’s summer splash event

10. KPIs
Throughout the program we will be tracking the following social media and media KPIs:
Social Media KPIs
Number of pictures submitted
Quality of pictures submitted
Engagement on contest posts cross channel
#HpnotiqSabadito hashtag
Followers on Instagram
Best performing themes
Monitoring brand mentions during event
Media KPIs
Visits to Cosmo Latina Landing Page
Clicks on vanity URL to go to Hpnotiq website
Performance on Facebook non-timeline posts
Space out influencer posts to track impact on contest

11. Questions & Discussion