Univision Communications - Achievement in Web Writing/Content

Company: Univision Communications, New York, NY
Company Description: As the leading Hispanic media company in the U.S., Univision Communications Inc. entertains, informs and empowers U.S. Hispanics with news, sports and entertainment content across broadcast and cable television, audio and digital platforms. The company’s top-rated media portfolio includes the Univision and UniMás broadcast networks, as well as cable networks TUDN and Galavisión.
Nomination Category: Web Achievement - Specialty
Nomination Sub Category: Achievement in Web Writing/Content

Nomination Title: Univision Corporate Website - Hispanic Insights Hub

As the leading Hispanic media company in the U.S., Univision Communications Inc. entertains, informs and empowers U.S. Hispanics across broadcast and cable television, audio and digital platforms and has done so for over 60 years. As such, Univision is frequently sought out for thought leadership on the Hispanic consumer market.

The goal of this project was to cement Univision’s status as the authority on Hispanic insights and establish the website as the destination to find them. The project also set out to solve a problem: Univision’s site already contained a robust blog filled withvaluableresearchfrom high level demographic data to specific category trends, and while filterable and searchable, it didn’t provide the guided experience many visitors needed.

The solution wasto createan insights hubthathighlightsthe most popular and relevant content in astrategicallycurated manner, answering the titular question, “What drives the Hispanic consumer?” The content hub was built to guide users down the funnel towards finding the answer to that question they could apply to their business.
https://corporate.univision.com/hispanicinsights/

At the top, visitors find information on how Hispanics are changing the landscape of the country, featuring demographic data, purchasing power, and consumer trends. This section highlights that the next big demographic revolution is here and it’s a business imperative to reach the Hispanic community.

Moving down the funnel, the conversation shifts from the “why” to the “how,” offering insights fromindustryexperts on marketing to Hispanics, powered by custom studies and experience. The learnings focus on the importance of marketing in-culture and in-language for brands to maintain authenticity.

The third section introduces what Univision can do to help connect the dots for brands, featuring proven case studies and end-to-end solutions for marketers that need extra guidance to reach Hispanics and impact the bottom line.

Created for the launch of the hub was the Hispanic Consumer Journey, a visual andinteractive timeline that showcases the Hispanic consumer’s impact across various industries as they navigate life and major milestones. Between 2000 and 2019, there was a 334% increase in Hispanic households making over $75k, which paired with the size and relative youth of the group, makes the economic impact on all industries remarkable (and growing). The goal of the piece was to illustrate that lifetime impact, considering what it means for the insurance industry, for example, that Hispanics are 89% more likely than non-Hispanics to buy a house in the next 12 months.
https://corporate.univision.com/hispanic-consumer-journey/

Also new for the launch of the hub were three animated videos on the power of the Hispanic consumer, the importance of Spanish-language, and the growth of the Hispanic electorate, plus a white paper and infographic on the marketing ROI for Spanish-language campaigns.

The Hispanic Opportunity hub closes where this journey began: guiding visitors back to the blog, where they can continue to explore by category hundreds of articles from Univision’s panel of industry experts. With 20+ syndicated partners and 100+ custom studies, Univision boasts the industry’s largest collection of Hispanic research which is woven through content in the blog.
https://corporate.univision.com/insights/blog/

The hub is updated quarterly to highlight the latest, making Univisionthedestination for Hispanic insights.

Optionally, list the appropriate creative and production credits for the nominated achievement(s) you are nominating, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Chief Marketing Officer:Jessica Rodriguez
SVP, Consumer and Corporate Marketing:Jennifer Rogers
VP, Ad Sales Marketing:Jenna Silver
Director of Corporate Marketing:Yvette Regalado
Director of Ad Sales Marketing:Paulina Ortiz
Editor-in-Chief and Sr. Manager of Corporate Marketing:Susana Baker Boey
Univision Contributors:Shweta Advani, Kyara Bacha, Tiffany Campos, Jose Castro, Juliana Gomez, Steve Mandala, DianaRasbot, Rick Resnick, Roberto Ruiz, Perla Sanchez,MiriangelaSykes, Kat Tovar, Kathy Whitlock
Web Development and Design Firms:Ready Set Rocket (NYC), Ceros (NYC)