Ford is very likely to renew its agreement with AOL to produce the Tu Voz en Tu Vida website. During a webinar organized by Joe Kutchera late last year, David Rodriguez, Marketing Manager for the Ford and Lincoln-Mercury brand, said that he is looking forward to “continue our relationship with AOL's Tu Voz en Tu Vida in 2011.”
The project is being carried out by AOL Latino and Ford’s Hispanic agency Zubi Advertising. Maylinn De la Maza, account director at Zubi, tells Portada that “there are some new surprises in the works for www.Tuvozentuvida.com in 2011.” She adds that “We are still working with AOL Latino and the client to iron final details.” On the AOL Latino side, Marcela Sarmiento tells Portada that AOL Latino is “driving the concept of the site and editorial content.” Both Zubi Advertising and AOL Latino refused to give any more details about the relaunch.
The site is now under a redesign process that involves concept and editorial changes. The new site design includes an innovative proposal to give users the opportunity to suggest new ideas for the website. This way, AOL Latino will be able to connect to their users in a fresh and simple way, and at the same time, gather data from their most faithful and engaged users.
Tu Voz, www.tuvozentuvida.com. Tu Voz, which means “your voice,” is a Spanish language resource that acts as a tool of empowerment for Hispanic women, encouraging them to make real change for themselves and their families while living the life they deserve. The site was promoted last year on social networking site like Bebo, Facebook and Twitter and it is used for branding and digital advertising by Ford.
Site’s such as Ford sponsored “Tu Voz en Tu Vida” are part of an increasing trend that can be classified as content marketing. Major brands, agencies and media companies work together on integrating a brand’s feel and context into branded content.
A study produced by Latism (Latinos in Social Media) last year identifies the “Latina Bloguera” as an emerging force in the Latin Marketing and Media World. According to Latism these Latinas are the vanguard of an emerging consumer segment that is one of the most attractive targets for companies right now. General Mills used Latina bloggers when it relaunched its Que Rica Vida last year.