CASE STUDY:
Unlocking Cultural Fusion
In today's society, the concept of identity is constantly evolving and expanding. With the fusion of cultures and the rise of globalization, individuals are no longer confined to one singular identity. This is especially true for individuals of Hispanic/Latino descent living in America.
Using data-driven strategy, this global spirits brand was able to deepen its authentic connection with the key demographic, and established a solid presence in the Hispanic and Latino market, thanks to the research-informed framework we established for them.
Dynamic Evolution of Identity
A global spirits brand aimed to deepen its engagement with the Hispanic and Latino market in the United States, initiating a study on the cultural duality experienced by first-generation Hispanic and Latino Americans.
Collaborating with a team reflective of the target demographic, a significant insight emerged from observing the community's daily life. It revealed a common struggle among these individuals: the challenge of balancing their cultural heritage with their American identity, often feeling pressured to prioritize one over the other.
Challenge
Challenge: Pressure to assimilate into being “American” dilutes the Hispanic parts of one's persona and suppresses cultural identity
Insight:
Living the fusion of both cultures authentically, this vibrant connection between brand and consumer is forged through genuine insight.
Solution:
Nothing is diluted or lost in the fusion of two complete cultural essences. Instead, it creates a new, complete cultural identity— the 200%.
Strategy & Execution
Leveraging insights into the cultural fusion of this demographic, the campaign that circled around a "200% Identity" was conceptualized to showcase that one could be 100% American and 100% Hispanic/Latino simultaneously.
This involved a multi-platform approach, including social media, online content, television, and out-of-home advertising, all produced and delivered by a diverse team reflecting the campaign's target audience.
A Fusion of Authenticities Brings Measurable Results
62%
Increase in Engagement across all platforms
30%
Rise in
Conversion Rate
38%
Surge in
Product Sales
Impact & Results
The campaign achieved significant engagement across all platforms, driving a 62% surge in engagement in and affinity within the target demographic. Sales metrics indicated a positive impact, rising by 38% with a noticeable increase in brand preference among Hispanic and Latino consumers.
