Kmart boosts Hispanic outreach

After the advertising launching of its "Work What You Got" campaign, an effort to make women feel confident in their clothing, Kmart has begun creating Hispanic outreach strategies. One effort included adding Sophia Vergara's collection to Kmart and having Sophia herself meet with many Hispanic press outlets.

Iced Media, an online marketing firm, has also helped Kmart connect to its customers through social media such as Facebook, Twitter and YouTube. Also, in May, Kmart launched its Latina Smart Blogger Community, connecting the company to the Latina demographic.

I think having a celebrity Hispanic woman representing their new collection, and the new blog site will both drastically help communicate to their target demographic. I also think it is perfect timing just after their latest campaign for women.

http://www.prweekus.com/kmart-boosts-hispanic-outreach/article/213766/