The Wild World of Marketing to Parents with Miguel Zorrilla
Update: 2023-02-07
Description
In this episode, Miguel shares his thoughts on the unique challenges that come with marketing to parents. Miguel offers several examples from his time leading Butterfinger, and now Kinder Joy, including examples for how they leverage partnerships across sports, movies, gaming, and the value of influencer marketing to amplify brand fandom. Miguel also talks about how to approach reaching the new family environment reaching beyond Mom & Dad, while also staying grounded in research and insights from a core group of their primary consumers using a panel they call the Kinder Community of Moms. He also shares what they prioritize when it comes to measuring specific brand campaigns.
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