Nido, provider of powdered milk, is famous among Latino families for its aid in transitioning children from drinking formula or breast milk to regular milk. Operating during an era where Hispanics are increasingly prevalent in the consumer marketplace, Nido has decided to alter its marketing strategy.

In an effort to reach more consumers in the U.S., the Nido marketing team has decided to gear its efforts towards marketing to bicultural moms.

Following a new collaboration with online parenting site BabyCenter, the Nestlé-owned brand is starting a new campaign that targets moms, whether unicultural, bicultural, American or Latino, in different ways.

“In the past, we’ve had a strong hold in the unacculturated mom who has that heritage and understands the brand,” says Priscila Stanton, Nido’s marketing manager. “But as we look at the growing Hispanic population and the opportunity within the bicultural segment, we felt that we needed to either reminder or reintroduce the brand and the benefits to this bicultural mom.”

BabyCenter will initiate the project by sponsoring editorial content on the website where Hispanic moms can find health, nutrition, and culture resources. On the other hand, Nido has announced that it will be working with bloggers to bring in some third-party expertise covering topics including “Raising an English-Spanish bilingual child when you don’t speak Spanish” and “A healthy pregnancy diet, Latino style.”

“We know from a lot of research we do that Hispanic moms, particularly Spanish speaking moms in the U.S. are more likely to pay attention to ads that are relevant to their child’s ages,” says Julie Michaelson, head of global sales at BabyCenter.

The booming Hispanic population is one that cannot be ignored - their consumption power is increasing and if businesses do not market to them in the best way possible, they are sure to miss out on a large portion of the consumer marketplace.

Terra, a leader and innovator in the digital media and content production space, continues to deliver campaign sponsors a platform to organically tell their stories. Since the launch of the “New Terra” in April 2014, Terra has engaged with 12 brands, intent on reaching a key demographic – the U.S. Hispanic audience. The “Terra Live Music” series has played an integral role in building engagement, connecting brands with a key audience through an innovative and interactive platform. With a variety of subgenres from which to choose, “Terra Live Music in Concert,” “Terra Live Music in Studio,” and the newly launched “Terra Live Music Home Sessions,” brands teaming up with Terra interact with top Latin artists and concert attendees in a social way while promoting their campaigns and messaging.

Since the launch of the “Terra Live Music” series, brands such as Honda, Dunkin Donuts, Kraft Macaroni & Cheese, Pepsi, Sprint, Kia, T-Mobile, Toyota Corolla, Chevron and State Farm have collaborated with Terra. The platform has provided a unique space for these brands to deliver their messaging while using the passion point of music as a tool to connect brand names with consumers.

“As a leader in the music space, our goal has always been to cater to brand needs while aligning with the release of new artist songs, albums or tours to maximize impact in the market,” said Emilia Peña, Director of Sales at Terra USA. “We’re excited to continue growing our platform, most recently with ‘Terra Live Music Home Sessions,’ bringing innovation to life through some of the best Latin music artists around.”

Through exclusive ownership of the “Terra Live Music” platform for the duration of the program, typically averaging three months, brands benefit from invaluable exposure to Terra’s global audience of 100 million. Their visibility goes beyond co-branded promotion with sponsors forming part of the concert experience. From enjoying an exclusive city tour in Honda’s Civic Coupe with the artists hosting a “Terra Live Music Home Sessions” concert to displaying Dunkin Donuts snacks backstage and engaging in conversations with concert attendees, sponsors are an integral part of the audience’s experience and “Terra Live Music” participation.

With the launch of “Terra Live Music Home Sessions”, a new subgenre of the series, Terra is giving greater exposure to brands with complete and total ownership of the platform. One such example can be seen with Honda who has sponsored the last five concerts. Honda partnered with the band Kinky, who sang “Go! Go!” for a Honda campaign and was used as part of Honda’s creative strategy during the launch of the Civic Coup, coinciding with the international and extensive World Cup audience. Following, Terra secured Kinky for their concert to create further synergies.

The multi-platform interaction sponsors take part in is made all the better by Terra’s unique ability to select the most popular artists in Latin music today. The digital media company has welcomed renowned artists to its stage, such as Juanes, who has become one of the few Latin artists to tap into both general and Hispanic markets, making history at this year’s Grammy Awards as the show’s first performance in Spanish in 10 years.

Terra’s stage unites rising artists and new additions to all genres of Latin music, delivering both its audience and collaborating brands innovative music to over 100 million people. Audiences are able to stream content no matter how far they may be, across all mobile, tablet, and computer devices. Brands are given an opportunity to build a relationship with Terra’s audience, as seen with Sprint’s photo booth this year used to promote their “Más Mexico” campaign. Similarly, Pepsi’s sweepstakes offered a VIP trip package for winners to attend the Alejandro Sanz concert in Miami while promoting their “Viva Hoy” Hispanic marketing platform.

By participating in these events, sponsors become visible to Terra’s audience in a way concert viewers can relate to and maximize their market impact. Music transforms into a meeting point for sponsors to communicate their messaging and promotions to Terra’s audience through a social and entertaining platform. Enjoy the “Terra Live Music” performances here and see the power of the music platform.

Since the launch of the “Terra Live Music” series, Terra is trying to deliver a solid platform for brand awareness. driving consumers through brand awareness with creative productions.. Reaching the key U.S. Hispanic demographic through the concert series, Terra has engaged brands such as Dunkin Donuts, Kraft Macaroni & Cheese, Pepsi, Sprint and State Farm while building a connection between the brand and the “Terra Live Music” audience. By teaming up with top Latin artists, Terra offers brands a space to deliver campaign messaging while connecting those names with the ultimate consumers.

Below please find a look into the “Terra Live Music” series success through a variety of campaigns, including the most recent “Terra Live Music in Concert” Las Vegas festival, resulting in over one million video streams capping off Terra’s 15th anniversary with sensational performances by Luis Fonsi, J Balvin, Juan Magan and Pablo López. Stay tuned as Terra continues bringing in the biggest names in Latin music this year with upcoming performances by talented artists such as Joey Montana, Julieta Venegas and more!