BodenPR launches creative content hub aimed at US Hispanic market

The offering is called BodenStudio.

MIAMI: BodenPR has launched BodenStudio to offer content creation services specifically targeting the US Hispanic market.

Brands can use BodenStudio’s services to connect and build relationships with US Hispanic consumers across social media. Hispanics are mobile-first, socially connected consumers, according to a statement from Boden.

"Currently, 38% of the US population is multicultural, and that number will rise to be the numeric majority by 2044," said Natalie Boden, founder and MD of BodenPR. "Multicultural Millennials are driving the conversation for that particular audience."

Valerie Jaimes Barbosa, a director at BodenPR, and Jessica Cabrera, a social media strategist at the firm, are overseeing the practice. Eight staffers are involved with BodenStudio, with additional creative talent brought in to aid on certain campaigns, Boden explained.

The content BodenStudio is creating is specifically for social that "speaks to" the US Hispanic market, Boden added.

"Our focus is on creating a strong narrative story for clients’ businesses that is data-driven, competitively aware, and authentic," she said. "In this case, it just happens to be for a multicultural audience." 

BodenStudio leverages key US Hispanic social media insights to create engaging, timely, and culturally relevant content. Its services also include predictive and real-time content production.

A team of illustrators, animators, designers, videographers, and bilingual copywriters lead BodenStudio, building content with original photography, illustrations, animations, videos, and gifs.

In November, McDonald’s worked with Boden to create a digital effort called #SaboreaTuRitmo for the 15th annual Latin Grammy Awards to engage US Hispanic Millennials in real time. The fast-food giant brought on Boden as Hispanic AOR in the US last spring.

Boden was named one of PRWeek’s 40 Under 40 honorees in 2014.

This story was updated on April 27 to include comment from Boden.

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