Capstone Presentation Presented: August 25, 2014

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

Sabadito Recipe Contest

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

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.

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

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

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

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 http://www.funfearlesslife.com/events/miami December Cosmo’s summer splash event

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

Questions & Discussion