Gallegos United | Agency Profile, Contacts, AOR, Client Relationships
Service: multicultural marketing, Hispanic specialty
- Main Telephone
- (714) 794-6400
Gallegos United Contacts
|John G.||Founder, President & Chief Executive Officer||CA|
Sample of Related Brands
|Harvey M.||Co-President & Chief Creative Officer||CA|
|Andrew D.||Co-President, Chief Strategy & Engagement Officer||CA|
|Silvina C.||Head, Strategy & Planning||CA|
|Jasmin E.||Strategy Director||CA|
|*******, ***.||Creative, Media Buying, Media Planning, Social||2020||present||*|
|******** ******* *******, ***.||Creative||2016||present||*|
|****** *****||AOR - multicultural||2006||present||******|
Gen-Z Digital Opps: California Milk Processor Board launches bilingual news series for younger audiences
The California Milk Processors Board (CMPB), known for its "Got milk?" campaign, debuted a bilingual content series, "Glass Half Full News," or "El Vaso Medio Lleno Noticias." The weekly digital news series will air weekly through October; it will consist of positive segments featuring children and "kidfluencers" such as Leo Kelly, Zooey Miyoshi and Stella and Blaise Bennett.
The usage of kidfluencers reflect a desire to engage with Gen-Z consumers. According to Kantar, 44% of Gen-Z has made a purchase decision based on a social influencer's suggestion, compared with 26% of the general population. This new kid-focused news series is designed to provide relief amid difficult family environments as the global pandemic continues to impact major parts of people's lives, including school plans.
Additionally, a survey commissioned by WordPress hosting company WP Engine reports 65% of Gen-Z seek entertainment via the Internet; this makes digital media channels a vital way to reach younger consumers.
Speaking of digital channels, Adbeat reports the CMPB's digital display ad spend really picked up in April 2020; out of the estimated $996.2k allocated toward this channel from September 2018-2020, 84% ($837.2k) was allocated from March-September 2020. Most of this recent spend went toward YouTube videos ($815.8k).
Additionally, per Magellan, the company has aired three podcast ads within the past year.
As previously mentioned, the CMPB's target demographic primarily consists of Gen-Z; considering its focus on digital channels, it's likely also investing in paid social and/or OTT.
Agency & martech readers - Prospect elsewhere for now; we see no signs of upcoming reviews. The company also works with late 2017.