According to the Pew Research Center, half of all second-generation Hispanics are bilingual. What’s more, they are bicultural, and consume relevant messaging or ideas that appeal to both their American and Latino roots. With this dynamic landscape, it’s important for marketing teams to recognize a “one size fits all” approach does not work. When incorporating Spanish or English, and even “Spanglish” into marketing campaigns, it has to be done carefully.
At AC&M, we often use this dual-language approach, with one of our best example illustrated in the recent ‘Encuentra Tu Ventaja’ campaign for SOCCER.COM. Translated as Find Your Advantage, ‘Encuentra Tu Ventaja’, compliments the current general market “No Advantage is Too Small” tagline. Targeting primarily bilingual Hispanics, it conveys the importance of finding any advantage to become the best with products like shoes, jersey, and other soccer gear from SOCCER.COM.
One of the most important things to consider when deciding whether to use English, Spanish, or Spanglish is the target market age segment. In the case of SOCCER.COM, its primary target market is millennials, which make up 65% of Hispanics in the United States. A 2014 IPSOS survey found that although English is their primary language, 82% of Hispanic millennials speak Spanish at home, and consume media in both languages.
With this in mind, AC&M uses English to supplement the Spanish tagline. While it seamlessly expresses the message to bilinguals, those who do not speak both languages still receive the message of finding your advantage.
Helping tie the ad together is the global sport of soccer, while featuring some of the most recognizable athletes in the world. These two elements can stand alone, but reinforce the message of gaining an advantage over your competition.
As a multicultural marketing agency, AC&M uses cultural insights to create ads like these to communicate effectively with our clients’ target market. Whether its English, Spanish or both, our goal is to connect with consumers to help brands grow their bottom line. As multicultural consumers become more influential (Hispanics along have $1.5 trillion in buying power this year), it’s more important than ever for brands to have targeted marketing strategies that reach this new mainstream audience.