Kmart Targets Hispanic Consumers With YouTube Mini-Series
The retailer launches a YouTube channel to host a Spanish-language series and additional content.
Kmart is presenting an eight-part Spanish-language web series called Madres y Comadres (Mothers and Wives). The webisodes have been produced to resemble a telenovela, using humor and emotion to address the challenges faced by Hispanic women and their families. They will launch on a special YouTube channel, which is also going to include social media functionality, additional targeted content and “shopable” videos. Kmart's chief marketing officer, Mark Snyder, said in a statement: