To gain a better understanding and insights into marketing to the Hispanic demographic, specifically the Hispanic influencer landscape, in order to develop reasonable tactics that will resonate with this audience.
The Hispanic/Latinx Audience
- It is estimated that the buying power of the Hispanic community will reach $1.7 trillion by 2020.
- Hispanics are the fastest growing demographic group in the United States.
- About 54% of Hispanics say that when a company advertises in Spanish, they feel that the company "respects their heritage and wants their business." While 54% say they feel more loyal to the company.
- According to Nielsen TV Brand Effect, "US Hispanics report liking ads 51 percent more if they watch them in Spanish rather than English."
- About 60% of Hispanics access the internet via a mobile phone versus 43% of the general population.
- Around 50% of Hispanic millennials claim that they talk about a brand online with others or by using the brands hashtag compared to 17% of non-Hispanics.
Hispanic/Latinx Influencer Case Studies
- In 2018, Univision, a cable Hispanic television channel, released a report highlighting several case studies in which major brands focused on the Hispanic community through advertising, both through social media ads, videos, and television commercials.
- Coca-cola created a campaign featuring Hispanic food influencers. The campaign featured traditional Hispanic dishes paired with Coke. The results were 6.7 million video views, 23.6 million impressions, and 492 thousand shares.
- In 2017, M&M partnered with Hispanic influencers Johann Vera and Karen Rodriguez for a year long advertising campaign. This resulted in a 10.3% growth in sales to the Hispanic market compared to 8.9% in non-Hispanic markets and included 1 million video views, 7.7 million impressions, and 385 thousand interactions.
Proposed next steps:
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Our research indicates that the growing buying power of the Hispanic/Latinx market has created an interest in how to best reach this audience, especially with the use of Hispanic/Latinx influencers. Therefore, we suggest further research to locate and analyze 3 additional case studies that show how brands have used Hispanic/Latinx influencers to promote the brand, specifically focusing on consumer packaged goods brands. For each case study, we will examine the campaign strategy, how influencers were used, channels used, and any success metrics from the campaign.
Additionally, we propose further research into marketing considerations for this demographic using Hispanic/Latinx influencers, including differences in the audience, popular platforms, and subcultures.