Groupacho.com is online network offering daily deals for popular Latino restaurants, businesses, and activities. Groupacho.com needs to establish a user base in Los Angeles' crowded coupon climate dominated by sites like Groupon.com and must cater to its target Latino demographic while attracting a broader audience of users to be successful.
We designed a marketing plan to target 20-45 year old Angelenos looking for consumer deals in the Latino marketplace. In order to draw a diverse audience, we used culture as our point of contrast to Groupon and Living Social, which focus on geography. Groupacho's research showed that more than half of Hispanics are comfortable using English online and perform Google searches in both English and Spanish to return the broadest results, so
to maintain Groupacho's original Latino users, we produced web and advertising content that mixed English and Spanish phrases. Polling showed that Hispanics behave similarly online to the mass market - the key was communicating using appropriate language and cultural messaging. Within a year of marketing, branding, advertising efforts, giveaways and events, Groupacho was successfully acquired by market-leader Descuento Libre.