“We want to make sure we have authenticity and quality in voice through all of the social channels,” said Michelle Kelarakos, a social strategist for Flightpath, Goya’s social and digital agency. “We want to make sure we’re targeting not only the Hispanic community, but the general market as well.”
The Latin American market constitutes close to two-thirds of Goya's business. Although Perez would not detail the brand's "proprietary" strategy for demographic targeting, he said the goal is to be the destination for Latin American food and culture by reinforcing recipes and traditions for even non-Hispanic constituents.
Goya, for instance, prompts consumers to add “sabor” — Spanish for "flavor" — to their Thanksgiving table, seeking to inspire Latin American influences in cross-cultural instances. “We’re building on that message that Goya has high-quality products and we want to be a part of the traditions you create at home,” Kelarakos said.
While Flightpath has been working with Goya for more than a decade, its work on social branding really heated up a little more than a year ago because of the rapid uptick of social traction the brand was noticing. Flightpath is unifying all of Goya’s social touch points and channel-messaging, which is being done in conjunction with Omnicom’s Dieste, Goya’s agency of record. As of this writing, Pinterest is the greatest driver to the Goya Foods website, accounting for more than 800,000 impressions last year.
But Goya and Flightpath’s vision goes beyond isolated social media channels. Kelarakos said the brand’s and agency’s teams are both investigating the extent to which Goya’s paid TV campaigns can connect with the 8 million Goya-related Twitter interactions the brand recorded between August and September of this year.
“When people are cooking, one of the [top] things [they] share is pictures of food,” Kelarakos said. “As far as a TV campaign, we’re looking into how we can utilize that to further spread the word about Goya Foods.”
Other digital enhancements include optimizing its site for mobile, promoting electronic coupon offers, and improving the ability to share recipes online. E-newsletter signups have increased 377% as a result of adding features like free digital recipe boxes and printable coupons for download, as well as increasing its overall social savvy.
Goya’s strategy is “to give [consumers] the tools [they need] and the ability to follow traditions by innovating recipes, innovating ingredients and reminding people that there is a wealth of information at Goya to maintain every US Hispanic tradition,” Perez said. “We thought it would be a great combination to get further into consumers’ top of mind. … We’ve increased our social media [investment.] Our website traffic has increased almost 200% and consumers seem to react positively. They want to see more Goya in social media.”