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.
Zyrtec: Delivering on Key Hispanic-Specific Needs
In recent years, the health category has seen significantly faster growth among US Hispanics, as compared to their non-Hispanic counterparts, with increasing emphasis on natural foods and vitamins and minerals. Zyrtec saw this opportunity and also determined that brands do not have a Spanish-language website (only 14% in 2018). Zyrtec then moved to understand the Hispanic market and build relationships through relevant, quality content. In the process, they created new, specific-to-the-Hispanic-family reasons to believe in the Zyrtec product. They crafted an aggressive media plan to place this new content in front of the family “Chief Medical Officer” (mom), allowing Zyrtec to gain awareness and market share.
Through the creation of a Spanish-language site, creative, and TV spots, Zyrtec was able to highlight scenarios that connected with the Hispanic market’s priority on family moments and their reverence for mom as the expert of what is good for the family. Hispanic families in particular, often working multiple jobs across both parents, tend to place special emphasis on time spent as a family. Thus anything that would take precious time away from family is extremely unwelcome. Family time must be protected. Zyrtec was able to position themselves as a solution for potentially wasted family moments due to allergies. Placement of this content was present in relevant Hispanic channels, including Univision’s Nuestra Belleza Latina, providing on-air tips on how to deal with allergies. By focusing on programming popular with moms, as well as those who influence moms (her mom, sisters, other female family members), it ensured that informational and brand messaging would connect with the medical decision-maker. In addition, their Spanish websites had information about what triggers allergies, when to seek out allergy medication, and how to forecast allergies, thus empowering mom to best determine when and how to treat allergies in her household.
According to Nielsen, this combination of language-specific content, targeted to the medical decision-maker in Latin households, yielded 69% higher brand awareness (to the highest among the competitive set) and a 340% higher brand opinion.
Zyrtec understood that their Hispanic customers were not motivated to use allergy medication for exactly the same reasons as their general market customers. It’s critical to use data and, when appropriate, do your own first-party research to understand how the needs of your current or potential Hispanic customers may be different than your non-Hispanic customers.
While there are many great brands doing amazing work connecting with, and converting Hispanic consumers into loyalists, Zyrtec is another brand like cNet offering powerful lessons key to any brand looking to tap into the economic and cultural power of the Hispanic market. Zyrtec is one of many brands that have partnered with experienced agency partners in order to identify market opportunities and the right creative and media approach to drive meaningful business impact. UMG is proud to have a track record of doing the same for our clients and we are excited at the prospect of bringing our knowledge and expertise to your work.
ABOUT UMG, LLC
UMG, based in Greenville, SC, is the first full-service Hispanic marketing, advertising, and event management firm in South Carolina. UMG helps companies connect with multicultural audiences through exceptional strategies, effective communications, compelling creative and measurable results. For more information about UMG, visit https://umg.agency.