Kia entered the US Market in the 90s, at a time where there were already many established brands: Ford, Toyota, and Nissan, to name a few. These brands had already been making investments in not only the American market but with Hispanics in particular, for many years prior to Kia’s arrival. Thus, in order for Kia to be successful, it had to make meaningful investments to get in front of the Hispanic audience.
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In a highly competitive vertical market where the well-funded players are all making similar appeals to the Hispanic market, T-Mobile has consistently stood out as providing US Hispanics superior choices and benefits through its product platforms. Not only has T-Mobile spent big to make meaningful connections to culture via music and soccer, but they have clearly understood the diversity of the Hispanic market. Even for something as potentially commoditized as cell phone service, where the top players perform similarly in most major markets, having options that meet varied budgets and diverse needs is critical to hold significant market share among US Hispanics.
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At UMG, we partner with ambitious brands looking to accelerate their growth by tapping into the power of the Hispanic market–a market expected to grow by over 60% in the next 20 years! As we have discussed sources for ideas, we often draw inspiration from the groundwork laid by major players in the space. While no one brand or campaign should serve as a copy-and-paste for your own efforts, we have often found that those at the forefront of connecting with the Hispanic market display many valuable qualities. Additionally, their achievements serve as examples for our clients to consider and techniques to derive lessons from as we create impactful strategies, media plans, and creativity that drive business results. Zyrtec is one such example.
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