Marketers who are reaping outsize rewards from U.S. Hispanic consumers are helping Univision spread the word. In an ad campaign breaking March 24, Nissan, Subway and Post Foods' Honey Bunches of Oats tout these achievements: Hispanics bought 30% of Nissan Sentras in 2013. And 100% of the Post cereal brand's growth is from Hispanics.
The claims may seem startling. But that's the point. Univision did research to understand why some marketers don't make the Hispanic market a strategic priority, and what's holding them back. Cynthia Ashworth, Univision Communications' SVP, innovation marketing, said three big ideas emerged: Those marketers didn't understand the Hispanic market, or the effectiveness of advertising in Spanish, or Univision.
Working with two agencies, Digitas and Troika, Univision developed a $1 million trade and digital media campaign with the theme "Return on Influence" to debunk myths and show results from investing in Spanish-language advertising.
In the car category, 11% of total sales are to Hispanics, but Nissan ranks higher, with 19% of overall sales to Hispanics. Last year, Hispanic sales of the Nissan Sentra, sold in the compact car category that is popular with Latino buyers, accounted for 48% of that vehicle's sales growth. That led to Nissan's role in the Univision campaign, with ads featuring brightly-colored cars next to the words "Univision helped put Nissan in the driver's seat. Hispanics bought 30% of Nissan Sentras in 2013."