Hispanics coined the term ‘Bueno, Bonito, y Barato’ (good, pretty and cheap) because we undeniably love a good sale. In fact, as a culture we are more receptive to advertising than non-Hispanics and like to learn about the products companies have to offer. Across all generations, Hispanics rely on advertising, especially digital, mobile and broadcast, to make buying decisions and our relationship with brands are usually positive, open and honest.
An example of a successful campaign that relied on nurturing this relationship is Marriot International’s award winning #LoveTravels social campaign. This brand utilized compelling and admired influencers within the Hispanic community to share their own stories that explored their personal passions and celebrated their unique perspectives and experiences. In addition, the brand invited their audiences to react and engage with their own stories using #LoveTravels.