Kmart targets US Hispanics via new YouTube series

HOFFMAN ESTATES, IL: Kmart has launched its first original Spanish-language video series on YouTube, called "Madres y Comadres," to connect with Hispanic moms this back-to-school shopping season.

HOFFMAN ESTATES, IL: Kmart has launched its first original Spanish-language video series on YouTube, called "Madres y Comadres," to connect with Hispanic moms this back-to-school shopping season.

The eight-part scripted web series, styled as a mock telenovela, details the nuances of raising American children in a traditional Hispanic household. The Spanish-only series is accompanied by 12 video interviews with real Hispanic mothers from Mexico, Peru, Guatemala, and Colombia.

"The segments are inspired by the challenges Hispanic mothers face in raising their children in the US while remaining true to their cultural roots," said Nydia J. SahagĂșn, director of multicultural marketing for Kmart. "When you are a mother you are forced to wear many hats; and, when you are a Latina mother you need to be both bicultural and bilingual as well."

In addition to the YouTube series, there are Facebook and Twitter plug-ins for sharing capabilities, as well as shopable video. The effort will also be supported by a dedicated Twitter account (@MadresyComadres) and a Facebook page.

"The social media platforms we are using are very important for reaching our intended audience," said SahagĂșn. "YouTube is great for the series because its robust functionality has enabled us to completely customize the landing page with a number of useful features like shopable video and data capture."

Flowers Communications Group, which supports Kmart's Hispanic efforts, referred all comments to the client. Kmart would not disclose the PR budget.

SahagĂșn said that for now the video series is primarily targeted to Hispanics during the back-to-school season, but if the response is positive, future episodes and other demographics may be explored.

Kmart, a Sears Holdings company, has been ramping up its Hispanic-targeted offerings. This fall, the retailer is launching an exclusively licensed Sophia Vergara clothing, footwear, and jewelry line.

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