¡A Celebrar! Leveraging Latino Holiday Traditions
Most Latinos have fond memories of their family’s cultural celebrations, and some have customs specific to their country of origin. Companies wishing to target this segment will find it helpful to build campaigns around these celebrations to show that they are in tune with target audience customs and can fit into their lifestyle. Following are examples of successful outreach tactics built around Latino celebrations:
Día de los Muertos
Día de los Muertos, or Day of the Dead, is a major Mexican holiday that celebrates deceased loved ones with family gatherings and prayer. To capitalize on party planning, establish credibility and knowledge of Mexican traditions, Cacique Cheese launched a blogger campaign and website that explained the holiday and the traditions surrounding it while also showcasing sponsored recipes. This effort helped build trust by capitalizing on the trust Latino consumers have with bloggers while at the same time acknowledging this cultural custom.
Veuve Clicquot also capitalized on the festive spirit of the holiday by partnering with cosmetics line Make Up Forever and blogger Camila Styles. Together they curated posts on Veuve Clicquot’s website using the hashtag #Clicquotdía, and included step by step instructions on how to create colorful Día de los Muertos looks and creative entertaining ideas for millennial consumers. Finding these kinds of opportunities help to engage consumers with highly visual and inspiring content while incorporating cultural traditions.
Three Kings Day
For Puerto Ricans and several other Latino groups, Three Kings Day is a key part of the holiday season, possibly even more significant than Christmas Day itself. Kids often go to church and other places in their communities to take pictures with the three Wise Men. On a local level, Goya Foods sought to strengthen its presence during this important celebration in New York City, where it sponsored a Three Kings event at a Latino Children’s Theatre. During the event the first 1,000 children received a gift and the opportunity to meet the Three Kings. Participating in community events can go a long way toward building awareness and strengthening a brand in the hearts and minds of consumers.
To leverage holidays like Noche Buena (Christmas Eve) or Thanksgiving, Cargill’s Hispanic-focused meat brand, Rumba Meats developed timely social media posts and a Latina blogger campaign to appeal to Hispanic consumers. While there was no central holiday or time period that the brand chose to focus on, this social media strategy can be effective, especially if a brand decides to invest in advertisements on those platforms.
Whatever your marketing strategy might be, identifying and capitalizing on important Latino holidays can help build relationships with Hispanic consumers. Deciding precisely when and how to deploy such campaigns can be a challenge, but with the help of a communications team that understands the culture, your brand can strengthen its credibility with Latino audiences.