March 28th, 2012
Zyrtec Reaches Female Hispanics with Mobile, Video
By Kate Kaye
Spring allergies attack everyone, but allergy medication brand Zyrtec is running a targeted campaign aimed specifically at female Hispanics. Not only is the niche campaign entirely digital, 60 percent of the budget is going toward mobile advertising.
Hispanics are more likely to own a smartphone than white non-Hispanics, according to Spring 2011 Pew Internet study. Compared to 30 percent of white non-Hispanics, 44 percent of Hispanics own a smartphone. They’re also more likely to have any type of mobile phone than white non-Hispanics - 86 percent compared to 80 percent, according to Pew.
“We took advantage and leveraged that,” said Brian Anderson, EVP, digital experience at Vidal Partnership, a Hispanic agency.