The Nativa team was tasked with identifying and evaluating the current online awareness for a newly launched Spanish-language Fox Broadcasting television channel. The client aimed to gauge sentiment in both the general and Hispanic markets, locate regions with the most engagement, and receive recommendations on how to improve the overall strategy for the channel.
Using advanced online listening software, the Nativa team analyzed online English and Spanish mentions of the channel across the U.S. and Puerto Rico. This included data from the mainstream websites, blogs, videos, photo-sharing sites, podcasts, and social communities such as Facebook, Twitter, and YouTube.
By identifying regions where users had issues finding the new Spanish Fox station, Fox improved their website and social strategy to better educate potential viewers. Nativa’s recommendations led to the implementation of a specific CRM tool to manage and learn from online conversations about the brand. Influential bloggers like @webcitygirls created significant word-of-mouth marketing, leading Fox to leverage more bloggers for future campaigns. The strength and impact of leading actors like Marlon Moreno on the show “El Capo” were highlighted in social plan to boost awareness and viewership.
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