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Are Modern Families Really All that Different?

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modern familyIt’s no secret that American modern families in 2017 look vastly different from 50, or even 30 years ago. They are more diverse; going from Leave it to Beaver to Modern Family.

But what do these changes mean for marketers? How can brands tap into these shifts to connect with modern families on a deeper level?

We set out to answer these questions in our latest study around modern families, here are just a few key takeaways:

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Get Real: Tips to Create Culturally-Authentic Content

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In today’s media landscape, consumers are deluged with advertisements: on TV, before YouTube videos, sandwiched between Instagram posts, you name it. In the sea of content, it can be hard for consumers to differentiate between ads and remember brands.

We constantly assess what makes certain spots stick, while others fall by the wayside. Over time, the pattern is clear: consumers like content that authentically mimics their experiences, cultures, and values.

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Case Study: Under Armour’s “I Will What I Want”

Most consumers viewed Under Armour as a brand built for men before 2014. Despite that, the company had been incredibly successful raking in $2.3 billion in sales in 2013. However, their product line for women only accounted for $500 million.

To address this, they launched a Total Market campaign targeting women, “I Will What I Want.” It features several female athletes of diverse cultural backgrounds, who speak to the hurdles they had to overcome to reach success.

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Porque Soy Tu Madre y Punto: Latina Moms and Mother’s Day

This year, we’re taking a different approach to our Mother’s Day recap.  We’re bringing together attitudes toward parenting and motherhood and Mother’s Day is celebrated. After all, Latina moms play a uniquely vital role in family-centric Hispanic culture.

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An Easy Guide on When to Use Spanish in Advertising

Should we advertise in Spanish, English, or Spanglish? This is the classic question when it comes to marketing to the dynamic, bilingual, U.S. Hispanic community, and one of the questions we often hear from clients.

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What to Know About Differences in Spanish Dialects

“Compré poporopos y dulces”
“Compré rositas de maíz y caramelos”

At first glance, it’s probably evident that both sentences are in Spanish; what’s less apparent is that they say the exact same thing: “I bought popcorn and candy.” The difference? The Spanish dialect. The first is from Guatemala, and the second is from Cuba.

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Top 5 Ways to Connect with Latina Moms

In a nutshell, Latina Moms are unique, as they not only make purchases for themselves, but also for their families. They drive household purchase decisions around mealtimes, entertainment, shopping, and more. This means that every industry —from cars to cookies—can benefit from more insight on this sought-after consumer. It’s why Latina Moms have been, currently are, and will continue to be a key target for leading companies.

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