Old Navy is sponsoring a six-part online mini-novela to target Hispanics. None of the five-minute scenes will be shot in an Old Navy store but fashion is integral to the plot, Ad Age reports. The series focuses on Isabella, a fashionable but spoiled woman whom rivals try to upstage.

The series will run on Telemundo's TV network, website and mobile site as well as on Old Navy's Facebook page and its Spanish YouTube channel.

Cable TV Can Be a Trigger

This campaign is particularly apt in light of new research on how Hispanics react to web content, according to the Prosper Insights Hispanic Insight Center. When it comes to triggers for online search, Hispanic adults are much more likely to have their search behavior triggered by cable TV and magazines than non-Hispanic adults or the overall adult population.

Ad Age reports that Old Navy did not use an ad shop that specializes in the Hispanic market for its ad. If it had wanted to, however, it could have had a wealth of options. Routinely, such services come to market. To name a few recent launches: PR Newswire’s ARC Latino, which supports video, multimedia, photos, coupons and promotional content, which can be formatted in both English and Spanish; About.com’s language channel, About en Español; and Fox Network Group’s recently launched Fox Hispanic Media.