One of the more unique and successful Spanish-language media initiatives this summer was triggered by two organizations bent on a specific desire. At Univision Communications, the desire was to build an audience engaged with Delicioso, a Facebook outpost of food and food preparation factoids, and short- and long-form videos launched last December. For Walmart, one of the top advertisers on Univision’s broadcast and cable networks, the priority was to improve the perception of Walmart’s Fresh offerings and build consideration.
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