Target – Sin Traducción
Spreading the Ambicultural Brand Love
Challenge
“The Latina shopper didn’t see her ambicultural reality reflected within Target’s walls. She felt the brand may not be relevant for her everyday needs. How could THIRD EAR make Target relatable for our Latina guest and prove to her that Target understands her Latina side as well as her American side?”
Action
The campaign objective was simple: increase brand love and engagement with the Latina shopper.
Featuring untranslatable moments that are unique to Latino culture, #SinTraducción began the conversation on social networks using thumb-stopping animated videos to quickly garner shares, likes, and retweets. We also invited bloggers and celebrities to contribute their own “untranslatables.” The campaign was further amplified through television, PR, and experiential, and ran continuously throughout the year in both English and Spanish media.
Results
#SinTraducción drove the conversation everywhere – both with consumers and the press alike. It helped Target reposition itself as a culturally-relevant, mainstream brand which is critical in today’s increasingly diverse population. Target had a spike in Hispanic Share of Voice by over 500%, outperformed metrics on ad recall and persuasion scores, but most importantly for our Target client-partners, it increased foot traffic in key Hispanic markets.
Spike in Hispanic Share of Voice by over
Engagement rates 2x higher than industry benchmarks
Jacob Pasterski“THIRD EAR has been an invaluable creative partner; helping us achieve relevance and resonance for our guests. They embody true collaboration.”
Design Director, Target
