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NBCUniversal/Telemundo: How the Hispanic Community Shapes Trends

In this session, Patricia Buchanan, Director of Business Development – NBCUniversal/Telemundo, discussed the unique market demographics that make Los Angeles what it is today from on-the-air to the digital landscape to grassroots reach.

Nielsen: Entertainment and the Multicultural Super Consumer

In this session, Eddie Yoon – Nielsen and Principal at The Cambridge Group and Chris Fosdick, Principal – The Cambridge Group, discussed their recently launched study regarding the multicultural super consumer and how entertainment impacts their buying power.

JCPenney: Soccer is for Girls

JCPenney increased its Latina customer base with a broadcast and social campaign that leveraged the popularity of the World Cup within this audience.

Heineken Champions Express

Heineken leveraged its sponsorship of the UEFA Champions soccer league to create an event to engage Hispanic Millennial consumers.

Hispanic Consumers’ Financial Habits

A Nielsen study looked at Hispanic consumers’ payment preferences and monetary habits.

Hispanic Consumers Are the “Foundation” for Beauty Category Sales Consumer

Beauty may be in the eye of the beholder as the saying goes, but for many, it doesn't hurt to have a little help from the beauty aisle. Still, while 94% of U.S. households buy products from this category, consumers consider many beauty products discretionary expenditures.

Thanksgiving Food Fusion: How Hispanics Fuse Cultures to Make the Holiday Their Own

This infographic explores how American and Hispanic cuisines combine to form a unique take on the traditional Thanksgiving fare.

The Emerging Ethnicity: US Hispanic Consumer Interactions Across Screens

Extensive research on how young US Hispanics are driving device adoption and new media usage. Contains many helpful infographics.

Marketing in a Multicultural Nation

Coca-Cola shared seven key learnings on marketing to multicultural Millennials.

NBA Inspires and Connects with the Total Market

The NBA described its total market approach and offered five tips for executing total market successfully.

NBA Inspires and Connects with the Total Market

In this video, the NBA described its total market approach and offered five tips for executing total market successfully.

Toyota’s Total Market Model

In this video, Toyota shared the process of bringing all of its agency partners together to create a total market approach to advertising.

Toyota’s Total Market Model

Toyota shared the process of bringing all of its agency partners together to create a total market approach to advertising.

The Next Chapter in Walmart’s Multicultural Journey

Walmart shared how, through a collaborative total market approach to advertising, it was able to increase business in the general market while simultaneously engaging multicultural consumers on an emotional level.

Juntos Disfrutamos Más

PepsiCo. used Spanish-language radio ads to promote its products for U.S. Hispanic family gatherings.

Dunkin’ Donuts Spicy Smoked Sausage Breakfast Sandwich and Dunkin’ Donuts Heart-Shaped Donuts

Dunkin’ Donuts used humor and cultural insights to promote products through Spanish-language radio ads.

McDonald’s “First Customer”

A McDonald’s video spot was designed to rekindle brand love among Hispanic consumers.

Toyota Certified Used Vehicles

Toyota used digital media to change Hispanic consumers’ perceptions of its certified used cars.

Testimanial 2

Tecate used humor in radio ads to target bicultural Hispanic Millennials.

CTCP Smoking Prevention Campaign

The California Department of Public Health used bilingual ads to educate Hispanic consumers on the dangers of cigarette smoking.

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