Hispanic broadcaster Univision is getting into the retail business through a partnership with HSN called “Boutique Univision, una tienda de HSN” (Boutique Univision, an HSN store), a home-shopping platform targeting Hispanic consumers with curated collections of products in categories including beauty, home, fashion, culinary, electronics and holiday.
Boutique Univision will first launch in beta with products from brands including Coca-Cola, Lancome, HP, Samsung, Apple, and Wolfgang Puck, among others — all selected to appeal to the Univision audience.
Univision and HSN will promote Boutique Univision with a marketing campaign spanning their TV, radio, digital, and social media channels, including local TV and radio stations, all anchored by Univision’s morning show, “Despierta America,” where celebrities and Univision personalities will showcase the products on a weekly basis. The marketing effort will also include talent endorsements, product integrations, and trial offers for featured products.
Boutique Univision will also feature the “Oferta Del Dia,” its version of HSN’s “Today’s Special,” offering an item at a reduced price for a short time every day.
This is just the latest in a series of new media partnerships for HSN as it seeks to reach new audiences. In March of this year HGTV and HSN unveiled a cross-brand initiative, with HGTV personalities appearing on the shopping network to pitch products from plants to lighting to garden tools.
Last year HSN teamed with House Beautiful magazine to create a House Beautiful-branded marketplace for home furnishings, including online and mobile e-commerce platforms, and TV promotions, which aired during HSN’s “Spring Home Design Event.”
Source: MediaPost, 11/14/13