Hispanic Heritage Month: 5 Winning Campaigns

Companies are eager to win Hispanic consumers’ business as a result of their rapid population growth, increasing purchasing power, and their growing cultural influence. Many companies run targeted campaigns during Hispanic Heritage Month in a play to win their loyalty. We recently asked our consumer community to pick their favorites.   The top picks go to:

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Hispanics Unbanked: Huge Opportunities for Financial Services

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The mandate to drive sales and build loyalty among Hispanic consumers holds true across all industries. This is felt acutely in the financial industry. Driven by economic, cultural, and language factors, Hispanic consumers significantly under-index on banking status and financial products usage. This represents not only huge business upside for financial services companies, but also a human opportunity to increase access to historically underserved consumers.

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Hispanic Millennials: Top 5 Insights and Strategies

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Millennials are young, influential, digital natives. They constantly multi-task, and, yes, also shamelessly take “selfies.”  Marketers often paint millennials with a broad brush, yet “The Selfie-Generation” or other narratives are too simplistic to articulate exactly who millennials—and in this case Hispanic millennials—really are.

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Porque Soy Tu Madre y Punto: Latina Moms and Mother’s Day

This year, we’re taking a different approach to our Mother’s Day recap.  We’re bringing together attitudes toward parenting and motherhood and Mother’s Day is celebrated. After all, Latina moms play a uniquely vital role in family-centric Hispanic culture.

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An Easy Guide on When to Use Spanish in Advertising

Should we advertise in Spanish, English, or Spanglish? This is the classic question when it comes to marketing to the dynamic, bilingual, U.S. Hispanic community, and one of the questions we often hear from clients.

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What to Know About Differences in Spanish Dialects

“Compré poporopos y dulces”
“Compré rositas de maíz y caramelos”

At first glance, it’s probably evident that both sentences are in Spanish; what’s less apparent is that they say the exact same thing: “I bought popcorn and candy.” The difference? The Spanish dialect. The first is from Guatemala, and the second is from Cuba.

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Infographic: Hispanic Easter and Holy Week Celebrations

While it may be convenient to group Holy Week and Easter together, our research shows that U.S. Latinos understand and celebrate them very differently.

In many Latin American countries, Holy Week tends to be celebrated as widely – or more widely – than Easter. Many towns and churches organize processions and events throughout the week to commemorate Jesus’s death and resurrection, but pay less attention to Easter Sunday. Those Hispanics who only celebrate Holy Week may do so per traditions in their home countries.

Check out our infographic below for highlights of various traditions.

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Just How Important is Spanish for Bilingual Hispanics?

What’s your earliest memory? Maybe it’s playing with a favorite toy. Or your fifth birthday party. Chances are, that memory has a lot linked to it: faces, colors, sounds, scents, and language. Let’s focus on the language of that memory for a minute.

If you only speak one language, then (presumably) the language of your memory is the same one you use today. If you’re lucky enough to be fully bilingual however, the language of your earliest memory may be different than the one you use in daily life.

This has profound implications for targeting bilingual consumers.

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Top 5 Ways to Connect with Latina Moms

In a nutshell, Latina Moms are unique, as they not only make purchases for themselves, but also for their families. They drive household purchase decisions around mealtimes, entertainment, shopping, and more. This means that every industry —from cars to cookies—can benefit from more insight on this sought-after consumer. It’s why Latina Moms have been, currently are, and will continue to be a key target for leading companies.

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Targeting Super Influencers

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Hispanics are not just interesting because they’re growing fast, but because they lead the cultural conversation. In our latest in-depth study, Hispanic respondents were 54% more likely to be in the top quartile of cultural openness than total market, and 12% more likely to be in the top quartile of influence. This means that Hispanics are critical cross-cultural influencers. In other words, marketers can think of them as cultural force multipliers.

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