Kmart Produces Telenovela Series on YouTube
Kmart is looking to get closer to Hispanic consumers with the production of an eight-part Spanish-language series running on YouTube called ‘Madres y Comadres.’ The title is intended as a reference to mothers and their best female friends, according to a Kmart press release.
The series’ webisodes are intended to resemble a telenovela using humor and emotion to address the challenges faced by Hispanic women and their families.
Mark Snyder, chief marketing officer, Kmart, said in a statement, (We’re) excited about the opportunity to speak directly with our Hispanic customers while celebrating their culture and traditions. The first episode of ‘Madres y Comadres’ launched this month just in time for back to school and aligns with the recently launched Latina Smart Facebook page, allowing Kmart to develop a deeper relationship with Hispanic women who are both tech savvy, yet underserved from a content perspective.”
Kmart partnered with Meredith Corporation’s Video Studios in producing the show.
“Women are forced to play so many roles – mothers, housewives and professionals,” said Alberto Ferreras, who wrote and directed the series. “When you are a Latina, you have to be all that and bilingual and bicultural. These segments are a tribute to all mothers working so hard and learning from and supporting each other.” Mr. Ferreras is best known for his work on the “Habla” documentary series on HBO Latino.
The ‘Madres y Comadres’ YouTube channel will include social media functionality, additional targeted content and “shopable” video.
In another move intended to connect with Latinas, Kmart is introducing a new clothing line from “Modern Family” actress Sofia Vergara in September.
When Kmart and Ms. Vergara announced plans for the line back in January, she told WWD.com, “This is not a new store for me. When you have kids you don’t go to Bergdorf Goodman to buy underwear and socks. You go to Kmart.”
Ms. Vergara said she was also drawn to Kmart because it serves so many Latino customers and because her new line would add something new. “I love the dresses, especially because Kmart doesn’t really have that kind of merchandise. There is no dress department. I also love the miniskirts most.”
Britt Beemer of America’s Research Group, told the Star Tribune, “In urban areas, Kmart is going after black and Hispanic customers. Neither Target nor Walmart is actively going after the ethnic consumer.”
- Kmart Launches the First Brand-Produced U.S. Hispanic Video Series Distributed Through YouTube – Kmart/PRNewswire
- Madres y Comadres – Kmart/YouTube
- Sofia Vergara Unveils Kmart Clothing Collection – The Huffington Post
- Kmart and Ford appeal to Hispanic and Black customers – Star Tribune
- 5 reasons to shop at Kmart still – Star Tribune
Discussion Questions: Do you see Kmart more actively courting Latinos than its rivals? Will Kmart’s efforts on YouTube, Facebook, etc. translate into greater awareness and eventually share of the Hispanic consumer market?