Target wants to show off its Spanish to Hispanic customers. The 1,790-unit retailer will air four 30-second spots as part of its "Lúcete A Tu Manera," which translates to "Show off your way," campaign during the Billboard Latin Music Awards on April 28.
"Our guest is increasingly millennial and increasingly multicultural," said Rick Gomez, senior VP-marketing at Target. "We are investing more and insuring that our marketing reflects the changing consumer, which is also increasingly Hispanic."
Indeed the Minneapolis-based retailer is ramping up its Hispanic marketing dollars and will spend 20% more this year than last year, according to a spokeswoman. In 2014, the company spent $55.5 million, or roughly 8% of its total spend for the year, on Hispanic U.S. measured media, according to the Ad Age Datacenter.
Though Target has sponsored the music awards for over a decade, this is the first time the brand will broadcast work specifically created for the event, according to Mr. Gomez. The campaign focuses on Target's style category, including apparel and beauty. Three of the spots will feature Latin influencers including Carmen Carrera and Rita Moreno—in one commercial, the women sing and dance to the song "Soy Yo." The fourth spot will be a compilation of user-generated content from an initiative with Dubsmash, the mobile video app. Shoppers were asked to film themselves lip-synching to "Soy Yo" while wearing Target products. The response has been robust—Target received over 9,000 submissions in the first two weeks of the effort.
Target worked with Mother New York on the campaign.
"Our culture has so much diversity in skin tone, hair texture, and body shape," said Enrique Mosqueda, creative director at Mother New York. "We wanted to celebrate that diversity by making a beauty campaign that wasn't just about foundation, lipstick and mascara, but about bold self-expression and self-love."
Two of the Latin infuencer spots will continue to run on English-language TV after the awards, while the third will run on Spanish-language TV through July 2.
This year's effort follows an initiative last spring called "Sin Traducción," which focused on Spanish terms and moments without English translations. That push was Target's first major marketing effort aimed at Hispanics.
"What's really powerful about this campaign is that it speaks to what beauty is all about—self-expression, individuality and creativity," said Mr. Gomez. "It's a big idea that'll be appealing to our Latina guest and others."