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Friday, April 8 • 3:00pm - 3:50pm
DOUBLE CASE STUDIES: Part 1: MassMutual #Prepárate Business Owner Case Study / Part 2: McDonald's Twitter at Latin GRAMMYS Case Study

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#Prepárate: MassMutual Reframes Cultural Paradigms to Help Business Owners Prepare for Long-Term Success Culture is a powerful source fueling our identities, families, communities, and businesses. Learn how MassMutual evolved the annual Hispanic Heritage Month campaign into a yearlong digital and real-world Business Owner initiative. Key learnings will be shared including how the brand used proprietary research and social listening to reframe cultural paradigms and industry constructs such as “Total Market,” “multicultural,” and “personalization.”  Attendees will also have the exclusive opportunity to co-create new real-time content aimed at amplifying business owners’ voices and helping them prepare for long-term success - at Hispanicize 2016 and beyond!

McDonald's Case Study

Learn how McDonald's partnered with Latina influencer Maya Murillo and Chachi Gonzales for a co-created content strategy that generated a winning real-time Twitter trend during the 2015 Latin GRAMMY Awards. You won't want to miss this informative session highlighting trends in content creation, real-time and more. 

avatar for Natalie Asorey

Natalie Asorey

Natalie Asorey is a millennial Latina and has extensive experience in developing brand + social media campaigns that reach the Hispanic millennial including work with Target, McDonald’s and others. In 2015 she spoke alongside Target and Shea Moisture at Hispanicize and at the Portada... Read More →
avatar for Maria Cabo

Maria Cabo

Interactive Marketing Consultant, Digital and Customer Experience Team, MassMutual
Maria leads Hispanic Social Media as an Interactive Marketing Consultant at MassMutual.  She drives high-level strategy and day-to-day implementation of bilingual social media experiences for Latin@s to learn and interact with MassMutual on their terms, time and channels of choice.   Previously, Maria was a freelance digital and social media marketing consultant... Read More →

Friday April 8, 2016 3:00pm - 3:50pm EDT
Chopin Room