Boost your Hispanic Marketing with Local Insights

One of the best ways to boost your Hispanic Marketing efficacy, especially in highly competitive markets, is by adding local insights to your national strategy.   Because not all Hispanics or Hispanic markets are alike, local insights can help you regionalize and complement your marketing message for greater results. As stated in the book “1+1=3, Changing the Equation with the Booming Hispanic Market”, there is great Hispanic diversity within the U.S. Besides country of origin, there are many cultural, demographic and behavioral differences among Hispanics that you can use to your advantage.   Below are some quick examples from the…

¿Will Spanglish Become Trendier Than Calabaza Spice?

By: Planning Director and fluent Spanglish speaker, Erin Clark When it comes to language, there is no doubt that it is ever-evolving. From Olde English to “OMG” or Latin to “Spanglish,” humans continue to look for ways to express their thoughts in the simplest form.  According to an analysis from the Pew Research Center, approximately six-in-ten adult Latinos (62%) speak English or are bilingual. A similar analysis by Pew Research reported that English proficiency among foreign-born Latino children jumped from 43% in 1980 to 70% in 2013. And, that rises to 89% for US born Latino children.  This younger generation is…

How to Cultivate a Multicultural Creative Mind

Have you ever wondered how the greatest ideas in advertising come to life? What if we told you that being multicultural helps in the creation of unique ideas? Yep, being multicultural. It doesn’t matter if you were born in Brazil, Spain, Australia, South Africa or the United States. The secret to being a truly outstanding creative can be summarized in two words that represent multiculturalism: curiosity and empathy. These two also represent the way consumers relate to brands and their content. People are curious about new content, which they can identify with or relate to on a very personal level….

Eat Your Ugly Vegetables And Conquer Social Responsibility

  How can you be more transparent, and at the same time grow your business through social responsibility without feeling naked? 2014 was declared by the European Union as the year of the ugly vegetables. At the beginning of that same year, a cooperative under the name Fruta Feia began operations in Portugal. Its single objective was to provide their consumers with fruits and vegetables that, despite not looking “pretty”, were still nutritious. TV commercials that showcased the value of the beauty within these vegetables, rather than their ugly appearance were also launched. Soon, we found ourselves remembering those long-forgotten…

Nutricosmetics: Putting Beauty Where Your Mouth Is

  Even though the use of nutricosmetics is fairly new among women, promises of beauty have been around since women first appeared. In recent years, beauty and wellness innovations have led to new devices and ingredients, but with a ever-growing desire to keep our bodies clean and simple we’re now going back to the original source: Mother Nature. As beauty and wellness are increasingly intertwined, nutricosmetics found an opportunity to meet consumer needs in the form of natural supplements that improve beauty from the inside out. Nutri…What?! Nutricosmetics contain targeted nutrients and antioxidants that can preventively care for or treat…

Survive a Request to Target Hispanic Millennials in 5 Steps

For the past three years, I’ve been talking and hanging out with Hispanic millennials and non-hispanic millennials trying to get a clear understanding of the way they see the world. Of the things that motivate them and the things they don’t care about. This is what I can tell you about them. 1. Forget they are millennials. They don’t care about labels, they are simply young people. Forget they are Hispanic; they know that. What you need to do instead is to focus on their motivations not as a generation, but as individuals with specific drives. For example, there are…

Cultural Shifts in Hispanics Bring an End to Sábado Gigante

By: Gaby Sosa and Alex Gonzalez, Social Media Department The common denominators that tie Hispanics together are hard to pinpoint; after all, they are a diverse group. But nothing incites a bout of nostalgia for Hispanics (U.S. born, immigrants and those living in Latin America) quite like the beloved variety show Sábado Gigante, which has been airing for a record-breaking 53 years. Despite this, Sábado Gigante, for its often misogynistic and racist undertones, has become a relic rather than a relevant TV show that U.S. Hispanics turn to. Hispanics and all the groups that the term encompasses are not a stagnant…

The New Emoji on the Block…of Cheese

Because we were all glued to our multiple screens, tuning in to all the podcasts, Tweets and Snap stories on the Apple Event – we heard iOS 9.1 would be rolling out a slew of new emojis! Seeing that about 64 percent of Americans own a smartphone, we can only imagine what emoji usage really says about how we communicate, our ideas and behaviors. As we have stated before, these universal pictures are understood emotionally by many regardless of language barriers or age difference. Studies show Spanish-speaking Americans use sad faces more than any other language, but maybe findings don’t…

Art. It means more to biculturals.

  Those of us in Multicultural Marketing talk about biculturals all the time. We discuss how they live in two worlds and are able to easily navigate between Hispanic and American culture. And rightfully so, we motivate our clients to connect with this important group via cultural triggers such as music, food and sports.  But what if there’s something else? Instead of focusing on person-to-person relationships, which help define a bicultural via experiences that others introduce and engage the bicultural with, we’ll examine person-to-object relationships. Objects, or products to an extent, are a representation of a certain culture and of…

Millennial Latinas: The “IT” Girls for Content Marketing

Marketers and brands alike are putting more effort into speaking to millennials, but they are focusing those efforts on the Latina segment of the bunch. According to Experian, one out of every 4 millennials is Hispanic. This alone is not the reason that marketers are going after this group, but also because they are highly active in digital media platforms, especially when it comes to social media and mobile usage. As technology seems to be the best way to reach these Latinas, many media companies have begun incorporating new digital experiences and looking for ways to have online campaigns that cohesively…