March 8, 2012
-- Los Angeles, CA - The Shorty Awards honor the best of social media, recognizing the people and organizations producing real-time short form content across Twitter, Facebook, Tumblr, YouTube, Foursquare, and the rest of the social web. Every year, millions of people visit the Shorty Awards site to tweet nominations for their favorite social media content creators. All those tweets culminate in a highly anticipated awards ceremony that celebrates the winners in dozens of featured categories, as well as thousands of crowd-sourced community ones. For the second time, the Shorty Awards will also honor the industry's best agencies, brands, and social media professionals.
This year, Grupañol – a Los Angeles-based online shopping website that focuses delivering premium flash-deal discounts to Hispanics – is a nominee for the category of Best in Social Commerce. An integral component of Grupañol’s mission is to help and to empower local Latino communities.
Grupañol has been recognized for its innovative approach in influencing people from the street to engage with the fledgling brand’s Facebook page. Knowing that culture is at the epicenter of the US Hispanic community, Grupañol developed a character mascot based on the well known Luchador-style iconic wrestlers. People of all ages (children to adults to grandparents)
seem to flock and associate with these masked "tough guy heroes". Hence came the birth of the Grupañero -- a merger of the name Grupañol and Compañero (comrade,buddy)
who battles high prices. The Grupañero mascot visited fairs, festivals, sporting events, etc, engaging one-on-one with the physical local crowd but with the unique main goal focused on maneuvering them onto social media. A photographer followed the Grupañero so that when people who wanted those pictures, they could only obtain and see them by going to the Grupañol Fan Page clicking “Like” and tagging themselves in the photos. From there Grupañol used this Facebook interaction opportunity to introduce these new eyeballs to actual e-commerce deals.
Comedic videos starring the Grupañero were also created to help bridge the divide between local Latino vendors not familiar with this "non-traditional"
method and getting users to understand the concept of benefiting from shared shopping experiences explaining social online shopping as a "team sport".
“There’s a lot of content on the internet. So if we want to have a digital presence, we have to be creative with the way we engage our new and existing customers,” said Jesus Henao, Grupañol Co-Founder. “ And it’s always fun watching people meeting the Grupañero. They love him.”
Grupañol is derived from merging the two words “Grupo”
The company was established to deliver the proven success of the daily-deal (flash deal) to the Spanish-dominant market space and recent deals have included discounted offers on Salsa classes, Vicente Fernandez concert tickets, and
Chivas USA tickets. Members of the website only have a small window of time (24-72 hours depending on the deal) to purchase the offer before it expires. Grupañ
ol’s business model is based on creating Spanish-language content and an intuitive user-interface for Hispanic shoppers online looking for
premium discounts on entertainment, health, and shopping for the family. Grupañ
ol launched its website in October of 2011. More information is available at www.grupanol.com.