Gómez: Nuestros clientes son cada vez más millennials y más multiculturales
Target is ramping up its Hispanic marketing dollars and will spend 20% more this year than 2015. The retailer wants to show how important this demographic is for them by airing for the first time four 30-second spots as part of its Lúcete A Tu Manera (Show off your way) campaign during the Billboard Latin Music Awards on April 28. “Our customer is increasingly millennial and increasingly multicultural” said Rick Gomez, SVP Marketing at Target. “We are investing more and insuring that our marketing reflects the changing consumer, which is also increasingly Hispanic.” In 2014, the company spent 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. The campaign focuses on Target’s style category, including apparel and beauty. The spots will feature Latin influencers including Carmen Carrera and Rita Moreno, the women sing and dance to the song Soy yo (Its me). The fourth spot will be a compilation of user-generated content, where shoppers were asked to film themselves lip-synching to Soy Yo while wearing Target products. Target received over 9,000 submissions in the first two weeks of the effort. The idea was developed by Mother New York agency. “We wanted to celebrate diversity by making a beauty campaign that wasn’t just about foundation, lipstick and mascara, but about bold self-expression and self-love” said Enrique Mosqueda, Creative Director at Mother New York.
