THE HOME DEPOT: LABOR DAY CAMPAIGN

Going into the Labor Day holiday, we had some key customer insights: Hispanics represent 19.5% of the U.S. population but 52% of home ownership growth in the U.S. 61% of Hispanics think advertising is more effective if it recognizes their cultural background. 57% feel extreme pressure to succeed and are motivated by the desire to improve the future of their loved ones.

As we considered how to tell the story of what Labor Day savings could enable outside of the store, we also knew Latino small business owners are the fastest-growing group of entrepreneurs in the U.S., at 34% growth from 2010-2020 compared to 1% growth for all business owners. This Hispanic-led insight sparked a powerful idea: Let’s use Labor Day to highlight how Hispanics are building their futures.

Our idea was “Cafecito,” a story of a multigenerational Hispanic family using resources and savings from The Home Depot to build and open their own coffee shop. This story, which we told across TV, digital, and social, highlighted our insights regarding Latino entrepreneurs, the multigenerational collaboration common among Hispanic families, and their passion for building a legacy that can be passed down to future generations.

“Cafecito” scored in the top quartile for cultural connection in ANA’s CULTURAL INSIGHTS IMPACT MEASURE™ (CIIM™) testing among bilingual Hispanic media viewers. In fact, the ANA included “Cafecito” in their Best-In-Culture video reel.

Measuring perceptions, the ad scored strongly among Hispanics in measures of “respecting my culture,” “representing my culture,” and “being authentic to my culture.” “Cafecito” also drove both purchase intent and recommendation at higher-than-average levels, with 75% of bilingual viewers expressing an intent to purchase. During the Labor Day event period, U.S. Hispanic households drove greater spending per household than General Market households.