5 Unique Examples of Successful Hispanic Marketing Campaigns in the United States

I’ll be honest, this was a little hard.

Over the years, we’ve seen many major marketing campaigns aimed at the Hispanic market flop. It’s not as easy to find truly successful ones. 

But, we put our heads together and outlined what ‘successful’ meant and found some great examples. You’ll find all of this and more below. We hope you’ll find it useful inspiration for your own marketing campaigns.

The Rise of Hispanic Marketing in the United States

You might be surprised to find out that there’s only one country in the entire world with more more Spanish speakers than the United States. There are more living in the U.S. than in Spain, or Colombia, or Argentina. It’s also the fastest-growing population segment, with 89% growth between 2000-2023. 

It’s no wonder that there’s been a significant rise in marketing created for the Hispanic community.

As one of the fastest-growing marketable groups, there was $9.4 billion in ad spending dedicated to U.S. Hispanics by companies like L’Oreal, Sprint and Nestlé in 2019.  

It’s also important to keep in mind engagement levels, and on that front “Hispanics index higher than all other groups for using Instagram, Snapchat, and TikTok”. 

All of which emphasizes the importance of investing in marketing strategies built to speak to the Latino community in the United States, especially while the competition is relatively low. 

In most cases the cost for digital advertising (CPC) is halved when you use Spanish-language keywords, and ranking on Google is much faster when you create valuable Spanish-language content.

But this article isn’t just about the rise of the Latino community, if you’re reading this it’s because you’re curious to learn more about what others have done to successfully speak to this demographic. 

Below you’ll find our assessment of what makes a successful marketing campaign, and a few examples of unique marketing campaigns made to delight Hispanic consumers. 

What Makes a Hispanic Marketing Campaign Successful?

Designing a successful Hispanic marketing campaign is no easy task. It's important to remember that the term "Hispanic" encompasses a wide variety of cultures and experiences. Over the decades we’ve seen far too many “one-size-fits-all” Hispanic marketing campaigns that didn’t land. 

Consider this diversity carefully and build something respectful of different cultures and traditions. In fact, you can lean into that diversity in your messaging and imagery. 

For instance, consider that over 30% of Latinos live in multigenerational households. This could mean older first-generation immigrants mixed in with U.S.-born children. How can you represent this aspect of life and the diversity of perspectives it entails?

The key to a successful Hispanic marketing campaign is authenticity. It might seem simplistic, but it’s truer than ever with a community that’s often been overlooked and oversimplified. In the examples below you’ll see a bit more of what we mean. 

5 Successful Hispanic Marketing Campaigns

We’ve put together a short list of some of the best marketing campaigns that both engage the Hispanic community in an authentic way, and achieve important revenue goals. 

Porque su salud es lo primero
by Welcome Tech

PODERsalud is a health membership that offers telemedicine, discounts on prescription medications, dental, and other medical services. Welcome Tech understood that education is a key factor in improving the health and well-being of the Hispanic community, and getting the word out about their offering. They, therefore, leveraged our capabilities to create a campaign centered on educating and empowering the Hispanic community. 

The “Porque su salud es lo primero” campaign spanned across multiple mediums: Promotional videos, social media content, articles and email marketing campaigns. The strategy was a success as the team saw a significant decrease in churn rate, an increase in conversions and monthly recurring revenues. 

Aside from those revenue-related results, the Welcome Tech team was pleased to see their audience engage so deeply on social media, as well as visit their site for health-related information. We believe that its success was, in large part, due to the focus on empowerment through education and information.

#SinTraducción
by Target

Target stood out with its "#SinTraducción" campaign, celebrating relatable, happy moments between family and friends. The slogan refers to Spanish words that do not have an exact translation in English, like "sobremesa". 

This family-oriented approach connected with the Latino community, motivating them to share more "untranslatable" words and moments. It was an opportunity to celebrate being an immigrant, not always being able to translate what you’re feeling.

Despierta Tu Espíritu
by Café Bustelo

Café Bustelo, a popular coffee brand with roots in the Hispanic community, launched the "Wake Up Your Spirit" campaign. This campaign found success thanks to its focus on nostalgia and authenticity. This helped Café Bustelo reinforce its connection with Hispanic consumers while attracting a new generation of coffee lovers.

Me Encanta
by McDonald's

McDonald's demonstrated a thoughtful understanding of Hispanic marketing with its "Me Encanta" campaign. It was a pioneer in including the Hispanic community in every phase of its creative process and adapting its famous slogan "I'm Loving It". This led to an incredibly successful campaign that ran across almost every medium, including experimental ones like Augmented Reality.

Vive Sin Compromisos
by AT&T

AT&T went for a more hyper-targeted strategy in order to capture the attention of Hispanic millennials with its "Live Without Compromise" campaign. It showcased authentic stories, of real users, in real-life locations. The campaign emphasized the importance of being oneself, creating a powerful and liberating message that resonated with its audience.

Search Engines Are Your Way In

Successful Hispanic marketing campaigns should not only be high-quality and authentic but also friendly to search engines like Google. 

In fact, it’s one of the things that’s most often overlooked, which is a shame when you consider that content Marketing leads are 62% more cost-effective than digital advertising ones. 

With the rise of search and social media platforms, Hispanics in the United States are more connected and use the web to search for information relevant to their needs. In fact, 81% of shoppers research online before making a purchase. If you can rank at the top for the needs your brand fulfills, then you’ll see some incredible results:

• On average, businesses see a 55% increase in leads from using content

Marketers who prioritize creating quality content are 13x more likely to achieve a positive ROI on their marketing efforts

It’s the perfect time to start your SEO & content marketing efforts as the competition is still significantly lower for this demographic. There’s no reason to wait, start optimizing your content for relevant keywords that can help your business reach the Latino community.

Launch Your Own Killer Hispanic Campaign

If launching your own campaign feels a little daunting, don’t worry - that’s normal. We won’t lie to you and say that it’s easy. There are very unique challenges you have to consider and cultural relevance is not always the easiest to achieve in your messaging. 

That said - you’re not alone. If you want to work with a team that’s adapted to the needs and challenges of the Hispanic community - you’ve got Conversa Strategies. We can help you harness the incredible potential of the Hispanic market.