Each year from September 15th through October 15th, people across the Americas celebrate the histories, cultures and contributions of Hispanic and Latin American communities during Hispanic Heritage Month. For brands, it presents an impactful opportunity to connect authentically with these groups through strategic campaigns. Here are some best practices for marketers looking to launch campaigns celebrating Hispanic Heritage Month this year:
1. Know Your Audience: Not all Hispanic backgrounds and experiences are equal. Research your target demographics and customize content accordingly, whether focusing on Mexican, Cuban, Puerto Rican or other orientations for Spanish-language messaging. Monitor responses in real-time across channels as well.
2. Get Inclusive Internally: Before externally promoting Hispanic Heritage Month, foster cross-cultural sensitivity and empowerment internally amongst staff, leadership and company messaging year-round. It establishes credibility.
3. Support Hispanic Causes: Align branded campaigns with nonprofit initiatives supporting Hispanic education, professional development or health/services access. This demonstrates tangible commitment beyond profits.
4. Spotlight Hispanic Talent: Feature Hispanic creators, thought leaders and partners prominently in campaign creative and content. Don’t exploit – uplift.
5. Keep It Authentic: Avoid leaning on stereotypes or tropes. Craft messaging showcasing true Hispanic stories and journeys, told respectfully by those living them firsthand where possible.
Tailoring Hispanic Heritage Month promotions based on cultural insights, forging partnerships and keeping representation genuine all enable brands to honor communities in ways that resonate year after year. When done thoughtfully, it strengthens bonds with an influential and fast-growing population.
1. Know Your Audience: Not all Hispanic backgrounds and experiences are equal. Research your target demographics and customize content accordingly, whether focusing on Mexican, Cuban, Puerto Rican or other orientations for Spanish-language messaging. Monitor responses in real-time across channels as well.
2. Get Inclusive Internally: Before externally promoting Hispanic Heritage Month, foster cross-cultural sensitivity and empowerment internally amongst staff, leadership and company messaging year-round. It establishes credibility.
3. Support Hispanic Causes: Align branded campaigns with nonprofit initiatives supporting Hispanic education, professional development or health/services access. This demonstrates tangible commitment beyond profits.
4. Spotlight Hispanic Talent: Feature Hispanic creators, thought leaders and partners prominently in campaign creative and content. Don’t exploit – uplift.
5. Keep It Authentic: Avoid leaning on stereotypes or tropes. Craft messaging showcasing true Hispanic stories and journeys, told respectfully by those living them firsthand where possible.
Tailoring Hispanic Heritage Month promotions based on cultural insights, forging partnerships and keeping representation genuine all enable brands to honor communities in ways that resonate year after year. When done thoughtfully, it strengthens bonds with an influential and fast-growing population.
