Gonzalo Del Fa, president of multicultural for GroupM and chair of the Hispanic Marketing Council's board of directors, says companies should always include diverse audiences in their marketing, not just during specific campaigns. "Don't take for granted that because you have a diverse and inclusive workforce, your brand is diverse and inclusive towards those consumers," he says, noting that just 4% of marketing budgets are used to reach the Hispanic population.
Gallegos United created "The X Factor" campaign for Comcast XFINITY featuring 15- and 30-second spots with Latin-American star Becky G using the company's bilingual remote and other products while hanging out with family. The push is designed to appeal to consumers who feel both 100% American and 100% Hispanic, and its first ad debuted during Telemundo's "Latin American Music Awards."
Beauty spending by Black and Hispanic consumers outpaced category sales growth in 2020, with Hispanic buyers increasing their spending by 6.1% while Black shoppers increased by 5.4% -- compared to the average consumer increase of 3.5% -- according to a NielsenIQ study. Progress still needs to be made with mass retail availability and shade diversity, said Anna Mayo, beauty vertical client director at NielsenIQ.
Addressable advertising lets marketers drill down specifics for audiences, such as Hispanics in the US who have difference cultures and backgrounds, writes Adam Gaynor of Vizio. Univision recently joined Vizio's Open Addressable Ready consortium and is a steering committee member, and seeks to give addressable advertising a boost in diversity capabilities, Gaynor writes.
Conill research reveals that 55% of US Hispanic people notice online ads, 30% shop online daily (compared with 26% of the general population) and 80% are likely to test new products amid the pandemic (compared with 70% of the general population). Additionally, Hispanic people have spent approximately two more hours a week on their phones during the pandemic (versus the general population) social networking, viewing videos and listening to streamed audio.
The Hispanic Marketing Council's Strategic Excellence Awards is the only award program to honor Hispanic/multicultural strategic thinking and cultural competence in marketing, with opportunities in six categories. Entries are open to US-based agencies agencies, and deadline is May 7.