With Hispanics constituting 17.6% of the nation’s total population, they are the nation’s largest ethnic or racial minority… and we have an entire month to celebrate their roots, culture and language! Hispanic Heritage Month is a festive time period that gives brands the opportunity to connect with Latinos, even if it is not an “official” Hispanic holiday.
One day just wouldn’t be enough to celebrate all the cultures and countries of Latin America, so we have 30 days to try our very best. The day of September 15 is significant because it is the anniversary of independence for the Latin American countries Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition to those five, Mexico and Chile celebrate their independence days on September 16 and September 18, respectively.
Countless brands and businesses successfully reached out to their Hispanic followers during Hispanic Heritage Month 2015 and also gained plenty of new ones. Here are just a few successful campaigns we admire:
National Football Association
The National Football Association (NFL) celebrated Hispanic Heritage Month with unique, special events to expand the sport’s fanbase as more Hispanics continue to be drawn to fútbol americano. Although, it could never take the place in their hearts of real fútbol (soccer). All NFL teams enhanced their observation of the holiday by holding assigned home games with in-stadium themed elements and also participated in local community outreach programs. uring Hispanic Heritage Month, fans could visit NFL websites and read the stories of Hispanic players who have left a lasting legacy on the history of the NFL.
Last year, Macy’s decided to honor and promote Hispanics who have each influenced and shaped American popular culture via their fashion, beauty and lifestyle expertise. These influential Latinos have a style that honors both of their cultures and captivates consumers and Macy’s did a beautiful job of displaying that to the world. During exciting special events across the country, Macy’s brought together three influyentes to share their inspiring stories with customers in live conversations.
Tide ran a digital Hispanic Heritage Month campaign called #WashAwayLabels, in which Hispanic consumers held up shirts that contain negative stereotypes they face as U.S. Hispanics. The slurs were printed on the white shirts with ketchup and thankfully, the cleansing power of Tide washes them away. On social media, viewers responded very positively to the campaign. It was successful because Tide took a stand on a cause which is of growing importance to U.S. Hispanics.
Celebrating Hispanic Heritage Month is just one small way to engage your Hispanic consumers and acknowledge and respect their roots. Yet reaching out to U.S. Hispanics and connecting with them on a deep cultural level should be a year-round effort. They will take note and be extremely grateful, and your business will reap the benefits of cultivating sincere connections with this diverse market.