Redefinition of Latina Audience
Crest
Crest wanted to spice up their relationship with the Hispanic Mothers in 2020. For years they leveraged on a one way communication with their core audience based on their demographic and acculturation process. For this social campaign, our main objective was to deconstruct and rebuild their desired target by their psychographic and overall personality. The result was 3 different audiences with different personalities within the Hispanic Mother in the US. Each and one of them was addressed specifically with a tailored influencer.
FASHION AUNT
The life of the (family) party. She is the trendy tía that
is on top of gossip news and knows everything about the latest trends in music, fashion, and entertainment. She cares about others, but in order to help them, she needs to take care of herself first. First impressions are everything to her.
Independent and economically stable, she doesn't mind paying more money as long as she is getting what she is looking for. Trends and innovative solutions in products she needs and wants is enough to capture her attention, even if she is not in the market for that product at the moment.
Even though she watches TV and listens to radio, her main source of entertainment & news is her mobile phone. When it comes to technology, she has absolutely no problem adapting to new devices, as long as she feels it is user-friendly.
CFO
Her perception of “worth” is everything to her. She is protective of her family and is always seeking the best for the ones she loves. She’s all about a bang for her buck. She wants to bring home the very best, within her budget of course.
A loving mother who doesn't go quite as far as spoiling her kids. La CFO takes pride in constantly being on top of things. She juggles being a caretaker, problem solver and accountant all at once – and she loves it.
She prefers user-friendly products and would like to know more about technology. She watches commercials (even finds the good ones enjoyable), but they’re not going to change her mind. When it comes to her purchase decisions, La CFO is willing to spend a bit more if she perceives higher value in a product. If not, she will simply let her wallet (budget) make the call.
COMPROMISED MOM
She has the “Forever Mother” personality. Ever since she was a teenager, she knew she would be great at being a mom. She is easygoing and is always looking for what’s best for her family.
Over time, her choices have been aligning more and more with her family’s preferences. To the point where she defaults to what they would want over her own inclinations.
In her free time, she likes to spend time with her family eating out or visiting places her kids will remember forever.
Technology is not her forte, and even though she would like to learn more about it, sometimes she doesn't get the point of keeping up.