Capitalise on a $1.3T spending power
Position
Senior Vice President, Marketing
Services
Branding & Visual Identity
Consumer Insights
Digital, Broadcast & Social Media
Strategy & Targeting
Thought Leadership
The USA has 55 million Hispanics with a spending power of $1.3 trillion annually. FOX Deportes lacked identity, merely mimicking FOX Sports, which didn’t resonate with Spanish-speaking viewers.
My task was to create a brand that appeals to Hispanic aesthetics and culture, tapping into this market's immense potential.
Overview
Setting the stage
Deep insights
When we began our research and discovery phase for FOX Deportes, i combined my extensive experience with new landscape and audience research. This approach uncovered insights that sparked smart ideas and unique strategies, making FOX Deportes a standout brand in the Hispanic community.
A unique approach
Collaborated with top designers and copywriters, led by a strategy that understood the goals, brand, audience, and platforms. Our team approach ensured goal-oriented thinking and creative ideation, resulting in strategies and designs that achieved the clients objectives.
Customer journey orchestration
Thoroughly delved into the customer journey, meticulously analyzing client inputs, past performance data, and industry trends both within and beyond our category. This process also included in-depth brand and competitive analysis, ensuring a comprehensive understanding of our audience's journey and touchpoints.
Results
Reach
Grew digital presence from 9M to 18M across all platforms in 2 years.
“@The Buzzer” 271M average weekly audience.
Launch of FOX DEPORTES app and YouTube generated 400K downloads / subscribers in 1 year.
Achieved the highest rated Super Bowl ever in Spanish cable history (22.5M), Highest rated Champions League final ever (13M).
Awards
Clio
Multi-Platform Award – “@TheBuzzer”.
Hispanic inspiration
Make it bright, make it colourful, make it truly Hispanic
Key consumer research and insights
Focus on an authentic Hispanic experience.
Emphasize cultural content that resonates with the Hispanic audience.
Ensure FOX Deportes is not a mere copy of FOX Sports,
Prioritise Spanish sports and commentary to maintain authenticity.
Develop digital products tailored to the preferences and habits of Hispanic viewers.
Make content easily consumed and found in digital formats.
Solidify FOX Deportes as a distinct and culturally relevant platform for the Hispanic community.
The right team for the job
Fernando Fiore
Renowned sports commentator and personality, captivating audiences with his dynamic commentary and analysis.
Valeria Blanco
with an infectious enthusiasm and sharp analysis, captivates audiences with her dynamic reporting and engaging personality.
Jessie Losada
The most respected journalist in the Hispanic community, brings unparalleled insight, gravity and integrity.
We assembled the best commentators, talent and influencers from across Latin America
Franchise aquisition
It’s all about Mexican football! We listened to our audience and conducted thorough research, resulting in the exciting acquisition of three esteemed Liga MX teams – Santos, Xolos, and Monterrey.
We also added to the stable UEFA Champions League, Copa Libertadores and Copa America.
The highest rated Liga MX telecast in Spanish cable history
Highest rated Champions League final ever and top 5 rated event of all time in Spanish cable history 13M
Doubled UEFA viewership from 2.2M to 4.4M in 1 year
The most watched Copa Libertadores final in U.S. history, +51% regular season and +79% playoff viewership increase in 1 year
Copa America +18% Hispanic viewership on FS1 and +25% on FS2 culminating in the most watched final in U.S. history 2.1M
MLS +6.9% viewer increase over 2015 +32% overall better than ESPN
Gave U.S sports a Latin flavor
The most watched MLB postseason in Spanish cable television history3M and World Series Game 7 being the highest audience for any MLB game ever on Spanish broadcasting
MLB regular season +7% growth and All Star game +7%
Super Bowl 51 was the highest rated Super Bowl ever in Spanish cable history, the highest gross earning event in FOX Deportes history and highest rating non-soccer event in U.S. history. The event had 22.5M online impressions, 2.1M show engagement during Super Bowl week, 2.6M promo teaser impressions and 2M video hits 17.3M total reach
Injected our talent and coverage on FOX Sports to drive viewers to Spanish speaking FOX Deportes
Digital and social
We leveraged the Hispanic community's passion and tendency towards hero worship by creating unique, culturally resonant content available across all platforms. This strategy not only celebrated their cultural narratives but also ensured accessibility and engagement.
By integrating our digital and broadcast efforts, we successfully pushed digital audiences to our broadcast channels and vice versa, creating a seamless and dynamic viewing experience.
Assembled the world’s biggest stars to sell our digital products
Created culturally relevant content
Targeting Hispanics with Content that Celebrates Health, Entertainment, Education, and History.
FOX DEPORTES is now the #1 digital destination across all platforms, second only to ESPN in the U.S. English market
Digital presence grew from 9M to 17M across all platforms within 2 years
Community impact
Designed to empower and inform our community, our PSAs cover the importance of voting and how to do it effectively, completing tax returns as a pathway to citizenship, and recognizing South and North American Independence Days, Hispanic Heritage Month, Memorial Day, and Cinco de Mayo. Through robust community engagement and activations, we united and strengthened our community.
11M hispanic voters the highest number ever at a U.S election
