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An interview with Beatriz Acevedo
Journal of Cultural Marketing Strategy,
3
(1),
6-9
(2018)
Abstract
Beatriz Acevedo is the co-founder and President of mitú, a leading social media company that develops empirically based, culturally relevant content, connecting with more than 90 million consumers per month in the USA. This interview with Beatriz Acevedo reveals mitú’s approach in targeting bilingual consumers based on a bidimensional identity scale, which drives engagement in social media. Contrary to popular belief, mitú’s culturally-driven approach does not alienate non-Hispanics or non-multicultural consumers, suggesting that cultural insights resonate across consumers. This finding has significant marketing implications for brands in a country that is increasingly multicultural.
Keywords: mitú; social media; Hispanics; multicultural; Hispanic marketing; bidimensional identity; in-culture marketing
The full article is available to subscribers to the journal.
Author's Biography
Beatriz Acevedo is a three-time Emmy Award-winning producer and digital media pioneer with more than 20 years’ experience creating content for major television networks from the Food Network to Discovery to USA Network. Since launching in 2012, mitú has become the fastest-growing Latino-focused social media platform in the USA. mitú is the only Latino channel on Snapchat’s Discover platform, works with content platforms including Spotify, YouTube Red, and Paramount TV, and brand partners including Honda, Toyota, Pizza Hut, State Farm and many others. Investors include Upfront Ventures, WPP, AwesomenessTV and Verizon Ventures.
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
