Inclusivity and diversity are becoming a hot topic among global businesses. While most businesses ignore this because of their homogenous population, some businesses just cannot afford it.
For instance, brands in countries like Japan, where immigrants are limited in numbers and people value businesses that highlight their heritage, brands don’t care about inclusivity. However, for businesses in the USA, this approach can easily backfire.
Hispanics are considered the fastest-growing and thriving population in America. Research by Claritas claims that Hispanics in the USA are nearly 66 million in number with over $1.7 trillion in buying power. So, leaving the Hispanic population out means missing a huge chunk of profit.
This is the reason US-based businesses focus on building inclusive campaigns. From globally loved brands like McDonald’s to locally cherished brands like Target, every business is trying to appeal to Latino users.
If you also own a small business trying to design an inclusive marketing campaign, here are some brands that can inspire you.
Cheetos
If there is a globally loved brand doing spicy snacks the right way, that is definitely Cheetos.
Famous for its Flamin’ Hot Cheetos, this snack brand has earned a lot of recognition. Now, thanks to their strategy and powerful product, other savory brands are coming forth trying to collaborate with Cheetos. In some parts of the world, Cheetos are used as a frying coat, while in others, it is used as the instant flavoring for noodles.
Cheetos launched a marketing campaign by the name of “Deja Tu Huella” (Leave Your Mark). Through their campaign, the brand tried to push the next generation to work more, stand out, and do better. While the message was subtle, the brand wanted to promote Latino culture and help the Hispanic community embrace the uniqueness of their culture without shame.
To get the message across, the brand hired the Latino rapper Bad Bunny, who added a perfect touch of upbeat tune to the commercial.
Optimum
Optimum is an ISP in the USA offering internet, TV, and other related services. It is known for providing affordable and reliable packages. While the brand is stable and already doing good, it focuses on an inclusive customer experience so everyone gets to enjoy their service.
For customer support, the brand has a dedicated Optimum en español channel. With the help of this dedicated service, the ISP wants to ensure that the Hispanic population feels valued and welcomed. While this may not seem like a marketing strategy, it has helped the brand appear as a stable and valued business among Hispanic customers.
Target
If you live in the USA, this is a brand that needs no introduction.
However, if you live in any other country, Target is an American retail giant that offers products at affordable prices. The brand has earned recognition among customers for its low-cost, upscale, trend-forward merchandise.
To attract the Hispanic audience, Target works with Hispanic creators, actors, singers, and entrepreneurs off and on. The brand launched its “Más Que” (More Than) campaign that highlighted the efforts of Hispanics and their ongoing challenges. Apart from celebrating the efforts, the brand also focuses on intersectionality and diversity within the Latino community and the way they live.
McDonald’s
No one does better marketing than the fast-food giant McDonald’s. The company has earned its reputation as a globally loved and cherished brand regardless of its origin. Even if we don’t consider the marketing efforts of the fast food chain, McDonald’s still stands apart from the other brands due to its diversity and customizability of the menu.
The “Me Encanta” (I’m Loving It) campaign by the brand mainly celebrates Spanish origin, music, art, and cultural references. From the inclusion of font, to using the Latino stars and customizing the overall menu, the brand has outshined the rest of the market with its unique approach.
In short, it is not just targeting the audience through marketing but also offering a 360-degree solution to the Hispanic community.
How to Use These Campaigns for Your Small Business
The above-mentioned campaign can inspire and help you to customize the marketing style for your brand. For instance, if you have a food or skincare brand, try using the McDonald’s customization approach.
With the help of this strategy, you can easily introduce a category of product and service for the Latino community. From using their design, colors, and cultural references to creating products that suit their skin texture or taste.
Similarly, addressing the struggles of the Latino community and highlighting their efforts will help your brand relate to them and catch a lot of attention. While creating a campaign, make sure you seek opinions from the Latino community.
Hiring Hispanic talent or outsourcing the Latino marketing team can also help you use storytelling to reach out to the community.