Holly PavlikaSr. Vice President, Marketing and Content – Collective Bias

NextConnect‘17CedarKnolls,NewJersey✪April27-28,2017

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Activating Hispanic Moms through Grassroots Efforts in the Digital Space.

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Collective Bias' innovative Shopper Social Media™ platform connects authentic, real-life influencer content with key audiences to impact results at a particular retailer.

• at the forefront of influencer marketing and measurement• proprietary data & technology for influencer selection and management• true engagement and impact sales

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There’s no one size fits all Hispanic mom todayHispanic moms come from a variety of countries and cultures.

67% of new millennial moms are multicultural. 50% are Hispanic.Most are bilingual.

4 in 10 are single moms.

Moms play the dominant role in their children’s education.

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The Hispanic mom wants to talk first and get to know you…

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The Hispanic mom prefers to chat on Facebook instead of email…

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The Hispanic mom is picky about messaging.It has to relate to them culturally…

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Spoke to 8 Latina influencers…

You have appear to have somewhat of awareness issue with Latina moms. Only five of the eight were only somewhat familiar with Boy Scouts.

Moms need more information to become engaged and willing to invest the time with the Boy Scouts.

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Maximize what she likes about Boy Scouts

Boy Scouts are taught to be trustworthy and helpful.

Boy Scouts are expected to help others at all times.

Boy Scouts encourage strong bodies and strong morals.

Boy Scouts offer events for the whole family.

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It’s not about word-of-mouth. It’s about word-of-mom.

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Build a human ad network of moms…

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Create an advisory board of moms

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Build a mom distribution network

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Case study: United Nations Shot@Life

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Let moms create.

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Fuel moms passion.

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EveryMotherCounts

$21.4 billion dollars is spent on Mother’s Day gifts

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EveryMotherCounts

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Strut The Fashionable Mom show

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Questions?

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THANK YOU.

HOLLY PAVLIKASVP, MARKETING & CONTENT

HOLLYPAVLIKA@COLLECTIVEBIAS.COM