Coca-Cola: “Orgulloso De Ser” Campaign
Strategy:
Coca-Cola launched the “Orgulloso De Ser” (Proud to Be) campaign during Hispanic Heritage Month to celebrate Hispanic heritage and family pride. The campaign focused on the significance of family names in Hispanic culture, encouraging participants to share personal stories of pride and heritage.
Execution:
- Culturally Relevant Content: The campaign featured a film where Hispanic individuals shared stories about their family names and cultural pride. Participants used the Coca-Cola Heritage Tattoo Can to apply temporary tattoos of their last names, symbolizing their cultural pride.
- Bilingual Messaging: Content was created in both Spanish and English to cater to the diverse linguistic preferences of the Hispanic community.
- Social Media Engagement: The campaign utilized the hashtags #OrgullosoDeSer and #[InsertLastName], encouraging people to share their stories and engage on social media platforms.
Outcomes:
- High Engagement: The campaign generated significant social media buzz and engagement, with many participants sharing their stories and the film widely on social platforms.
- Increased Brand Loyalty: By highlighting cultural pride, Coca-Cola reinforced its connection with the Hispanic community, enhancing brand loyalty and trust【41†source】【42†source】【43†source】.
McDonald’s: “Celebrando Nuestras Leyendas” Initiative
Strategy:
McDonald’s aimed to connect with Hispanic audiences by celebrating Hispanic legends. The campaign featured Latina superstar Gloria Estefan and included a donation to the Gloria Estefan fund.
Execution:
- Celebrity Endorsement: Gloria Estefan, a widely respected figure in the Hispanic community, was the face of the campaign.
- Community Engagement: McDonald’s created an online page dedicated to Estefan’s life and contributions, engaging with fans and highlighting her impact on the community.
- Charitable Component: McDonald’s donated $10,000 to the Gloria Estefan fund, reinforcing its commitment to supporting the Hispanic community.
Outcomes:
- Strong Engagement: The campaign successfully increased engagement, drawing attention to McDonald’s efforts to honor Hispanic heritage.
- Enhanced Brand Perception: By associating with a respected figure and supporting a charitable cause, McDonald’s improved its brand perception among Hispanic consumers【43†source】.
Procter & Gamble: “Orgullosa” Platform
Strategy:
Procter & Gamble (P&G) created the Orgullosa platform to empower and engage bicultural Hispanic women, celebrating their achievements and contributions.
Execution:
- Digital Community: P&G established a dedicated online community and social media presence for Orgullosa, providing content tailored to Hispanic women.
- User-Generated Content: The platform encouraged Hispanic women to share their personal stories and successes, fostering a sense of community and empowerment.
- Influencer Collaborations: P&G partnered with influential Hispanic women to amplify the platform’s reach and impact.
Outcomes:
- Large Online Community: Orgullosa built a robust and engaged online community, increasing P&G’s visibility and engagement with Hispanic consumers.
- Positive Brand Association: The platform’s success in celebrating Hispanic women’s achievements strengthened P&G’s brand association with empowerment and cultural pride【43†source】.
Macy’s: “Los Influyentes” Campaign
Strategy:
Macy’s launched the “Los Influyentes” campaign to engage Hispanic consumers through a series of events featuring Hispanic celebrities.
Execution:
- Celebrity Tours: The campaign included a tour of six Macy’s stores by celebrities like Mario Lopez, Angel Merino, and Don Omar, who shared their life stories and experiences.
- Social Media Promotion: The influencers promoted the campaign on their social media channels, driving traffic to the events and Macy’s stores.
- In-Store Engagement: The events were scheduled in metro areas with high Hispanic populations, encouraging in-store visits and purchases.
Outcomes:
- Increased Store Traffic: The campaign successfully drove foot traffic to Macy’s stores, with fans attending events to meet their favorite celebrities.
- Enhanced Brand Engagement: The use of well-known Hispanic figures helped Macy’s connect more deeply with Hispanic consumers, enhancing brand engagement and loyalty【43†source】.
These case studies demonstrate how culturally relevant and authentic marketing strategies can effectively engage Hispanic audiences. Brands like Coca-Cola, McDonald’s, Procter & Gamble, and Macy’s have successfully built strong relationships with Hispanic consumers by understanding their cultural values and preferences, leading to increased brand loyalty and engagement.