Kmart’s New Spanish YouTube Initiative: @MadresyComadres

by Migdalia Rivera


With the rise in the Hispanic population, companies are trying to connect with Latinas and their families more than ever before. Smart companies know that in order to connect with this market, they most connect with them on a personal level. Its an untapped market with room for expansion. Kmart, realizing this, launched the first of it’s kind, a fully customized YouTube channel in Spanish. The channel consists of mini soap operas, or novelas, called Madres y Comadres. The series focus on two Latinas and the challenges they face raising a family in America while still holding onto their Hispanic culture.

As the social media manager for Kmart’s Madres y Comadres  initiative, I’m excited to be part of this amazing initiative. Having had the opportunity to work with various entities on their social media initiatives, I can say without a shadow of a doubt that Kmart is breaking ground and opening doors for Hispanics with this initiative. They have shined a spotlight on the Latina cultura/culture and the amazing work mothers do to straddle two worlds:  their own and their children.  

I was able to view the mini webisodes before they hit the press. Me encantaron! / I loved them!

As a Latina mother raising 1st generation Latinos in New York City, I could definitely relate to the webisodes. One that really resonated with me was called “La Nota Que Se Nota”

Just like the Mom in the webisode below states:

“¡Tiene “A” en todo menos Español. Como es posible que este niño quien yo le hablado Español desde que nació, me venga con una “C” en Español y una “A” en Chino!”

Translation: [He] has an “A” in everything but Spanish. How is it possible that this child, who I’ve spoked to in Spanish since birth, can come home with a “C” in Spanish and get an “A” in Chinese!”

Why can I relate? Because my own handsome teen brought home an “A” in Japenese last year and barely got a “C” Spanish!


So if you haven’t had a chance to watch the webisodes, I highly suggest you do. Some will make you nod in agreement, while others will make you roar with laughter, but allwill make you turn to your own comadre to say, “¡Gracias Comai, no lo podria ser sin ti! / Thank you Bestie I couldn’t do this without you!

Want to hear more about Madres y Comadres? Follow their accounts by clicking on the links below.

Twitter: @MadresyComadres
Facebook: http://KMRT.US/MYCYouTubeTw

About the Author

Migdalia Rivera, also known as Ms. Latina in social media, is a single Latina mother of a teen, tween and 2 Australian Shepherds. When not blogging, or chasing after her energetic bunch, she connects influential bloggers with brands and PR agencies via her blogger network, Stiletto Media.

{ 7 comments… read them below or add one }

1 Diane August 24, 2011 at 3:40 pm

This is a great initiative! Looking forward to viewing the novelas! This initiative reminds me of a campaign I worked on for Kmart many years ago in South Texas. Kmart hired Spanish-speaking Santa Clauses for all of theirs stores in South Texas, where there were/are lots of first-generation Latinos who were obviously more comfortable speaking Spanish. It was wonderful to see the kids’ faces when they realized Santa spoke Spanish!

2 Ms. Latina August 24, 2011 at 3:52 pm

Diane Thank you! Kmart is one of the 1st companies that I have seen that is trying to reach Latinas through all platforms.

3 Bicultural Mama August 24, 2011 at 11:09 pm

What a smart initiative – wish more companies would think more globally, too.

4 Alba Garza August 25, 2011 at 12:04 pm

That is too funny Mig, because I took Spanish and have always talked Spanish but I almost flunked when I was in high school. I even argued with my caucasian teacher that she could not be right because she was not hispanic.

5 Christy Orellana August 26, 2011 at 10:17 am

What a great initiative! I was born and raised in Mexico until I was 12yrs old, Spanish is my first language. As we expect our first child I want to teach my child Spanish and my husband English! We will see in what language the baby’s first word is in!! :)

I look forward to watching the novelas!

6 Patricia August 27, 2011 at 11:09 pm

Talk about funny. One of my favorite video so far is Tamales y Atun. I have traded la comida de mi madre por un sandwich. That is great that Kmart is reaching out to Latinas.

7 JoAnna Kelley September 5, 2011 at 9:02 am

Too funny this is so true though a lot of my spanish speaking friends in school could not pass spanish even though they knew it and I didn’t at the time. Learning it in school is different because the way the teach it the words are different. I learned through school and through my ex mother in law that did not know any english. I look forward to watching the novelas!

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