• by Elizabeth Barrutia , Columnist, October 2, 2017

With Hispanic Heritage Month in full swing, which runs from Sept. 15 to Oct. 15 and coincides with the Independence Days of Mexico, Guatemala and Honduras, here are five places brands should consider in order to connect with the Hispanic community and build brand loyalty.

1. Supporting Mexico and Puerto Rico Relief Efforts

With the recent hurricane that swept through Puerto Rico and earthquakes that have devastated Mexico, brands can reinforce their commitment to Hispanic audiences by helping those affected by the recent natural disasters. Brands that show commitment to helping these devastated areas and offering support to those in need will build confidence, trust and brand loyalty with Hispanic audiences.

2. eSports

ESports are an ever-growing platform for brands to reach Gen Z and Millennial Hispanic audiences. The average eSports fan is racially diverse with Latinos making up 23% of all players and/or spectators across all game genres, according to PwC. Platforms such as Twitch allows brands to directly connect with Hispanic gamers in an endemic environment. As eSports prize pools and sponsorships increase, on-premise event activations will become more prevalent. Additionally, brands can look to directly sponsor eSports and work with eSports influencers to build brand awareness and affinity. 

3. All Things Cardi B

Cardi B’s rap career has been meteoric. From Instagram and reality TV fame to intelligently re-releasing a Latin Trap Remix in Spanish of her smash hit “Bodak Yellow,” she is quickly becoming an Afro-Latina hero. Hispanics have rallied around her success to be actualized in order to become a win for us all. If Cardi B’s upcoming shoe collection with Steve Madden is any prediction, a slew of brands, particularly in fashion, will line up to work with this outspoken, authentic girl next door that we love.

4. Latinas – A Social & Economic Force

Hispanic women are quickly becoming an economic and social powerhouse in the U.S., with rising rates of entrepreneurship and educational attainment as per a recent study commissioned by Nielsen. Brands who understand how to online and offline social networks to connect with Latinas in meaningful ways will see increased engagement and ROI.

5. Latino Films & Film Festivals

While Latinos are avid moviegoers and fuel close to 25% of all tickets sold last year, they are hugely underserved and rarely see themselves on the big screen. During Hispanic Heritage Month several Latino film festivals will take place in New York, Boston, Seattle and San Francisco. In addition, Q3/Q4 multi-genre Latino film releases such as Dolores, Chavela, Coco, Shape of Water and Ferdinand will offer relevant stories and complex characters for our audience to support. Brands should look to festival sponsorships, in-theater advertising, digital and OOH targeting around festivals and theaters to reach this large and engaged audience.