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While many research studies have been conducted to analyze data on the most effective platforms for reaching different groups of consumers, the economic power of today’s Latino consumer is no secret. Brands and social media influencers are collaborating to market products on social platforms.
“Many Latinos are both empowered consumers and influential co-creators in the digital age – that is an exciting and powerful combination,” explains Maria Cabo, Digital and Multicultural Strategist.
An August 2016 Nielsen report states that at nearly 57 million strong, Hispanics represent almost 18% of the U.S. population. What’s more, this demographic is expected to account for 24% of the population by 2040 and 29% by 2060.
A study by Acosta Sales & Marketing and Univision Communications, also from August 2016, reveals that U.S. Hispanics are spending more on consumer packaged goods.
Brands are Working with Micro–Influencers
Of course, brands and agencies are taking notice, but the age of information has also ushered in an era of hyper-connectivity, co-creation, and cynicism on the part of the tech-savvy consumer. With that in mind, many forward-thinking companies are turning to an approach that is coming of age and is becoming a must-have …
A few weeks ago the Nativa team had the pleasure of hosting and interviewing Kathy Cano-Murillo, also known as The Crafty Chica as well as her daughter Maya Murillo from Maya in the Moment about how to approach a blogger/influencer for a campaign. We wanted to know from their perspective the best ways to successfully approach an influencer. We asked a series of questions regarding this topic and the successful mother-daughter pair had many significant insights to share regarding the approach, type of audience, brands, and experiences.
Why should a Brand Campaign Consider working with a Latina Influencer?
We started off by asking the pair from their experience as brand owners and creators, why do they consider there to be value and importance in Latina voices in the blogging world? Kathy responded that the value comes from being able to reach a Hispanic target market without having to rely on tactics that were used decades ago such as relying on buying Spanish language ads that may or may not come off as stereotypical. She told us that by infusing the Latino culture organically, a campaign comes off as more natural. Maya added that for many younger Hispanic influencers today …
Hispanic Millennials want to stand out and be recognized as Latino and close to 70%, regardless of language, are focused on Hispanic culture and reward brands that acknowledge their culture. Consider a recent Millennial marketing campaign in which Coca-Cola which created personalized cans in the summer of 2014 with common (and some uncommon) first names displayed right on the can. In highly Hispanic areas of the country, consumers were pleased to find common names such as Alejandro, Marisol, Rodolfo, etc on these same cans. This was a subtle cue to the Hispanic Millennial consumer that Coca-Cola is thinking about them too.
Also, consider the highly praised campaign from Toyota in which they allowed Latinos to request free bumper stickers that had inspiring messages such as ‘Somos Muchos Boriquas’ (Trans: ‘We are many Puerto Ricans’) as part of their Somos Toyota campaign. English speaking Hispanics ordered and proudly displayed these stickers as they are proud of their heritage, and this sticker allowed them to show this even if their preferred language was not Spanish.
As renowned Hispanic marketer Joe Ray states, “Think Bicultural, not bilingual.”
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