This is a presentation delivered by Danay Escanaverino at Lead Generation World 2024 about best practices for reaching and engaging a Hispanic audiences in your lead generation efforts. Takeaways: • Top things to consider when trying to reach Hispanics / Latinos. • What NOT to do in your creative briefs. • How to ensure AUTHENTICITY • Segmentation practices that actually work. • Difference between Hispanic, Latino, Latinx and when it matters. Items covered: • Successful campaign case studies that implemented these best practices. • Favorite hacks to ensure campaigns are authentic and reach the right Hispanic audiences. • Best Influencer strategies to engage Latino consumers at scale. • Examples of campaigns that failed at connecting with Latinos authentically. • What digital platforms work best to connect with Hispanics online. Examples of campaigns that failed to adhere to best practices. Learn more about this presentation at https://leadgenerationworld.com

1. Lost In Translation
5 Best Practices for Reaching
Hispanic Consumers
?
English
Español

2. Digital Marketing
YEARS
25+
Marketing to Hispanics / Latinos
YEARS
15
Delivered
HISPANIC CAMPAIGNS
1K+
DAD JOKES
💜
Danay Escanaverino
CEO LunaSol Media

3. Helped Clients Reach Hispanic Consumers.

4. Why Target Hispanics?
63+ $3.4 5th
01 02 03
Million
Population
Trillion
Purchasing
Power
Largest
Global
Economy
Source: 2023 LDC U.S. Latino GDP Report
Behind US, China, Germany, Japan.
Ahead of India, UK, France, etc.

5. How do I reach Hispanic
Consumers?
Is this really a thing now?
Hispanic / Latino / Latinx
IDENTITY
Why is country of origin
important?
The STRAW
REGIONAL
Why is this important?
What do I segment?
SEGMENTATION
English, Spanish
or Bi-Lingual?
SLF vs. ELF
LANGUAGE
Where are Latinos hanging out &
how do I reach them?
Where & How
CHANNELS

6. 1. Identity
Hispanic
or
Latino
or
Latinx
Correct Term?
There is some debate over the correct usage of the words Hispanic,
Latino, Latinx and Latine. There are a few ways to distinguish between
these terms.

7. Who is What?
Nonbinary, gender-
fluid, queer people of
Latin American
heritage.
LATINX/LATINE
Spanish speaking
country of origin.
Includes Spain
Excludes Brazil.
HISPANIC
Country of origin is
Latin America.
Includes Brazil
Excludes Spain.
LATINO
Start

8. 76% of US
Adults who
identify as
Hispanic or
Latino have
not even
heard the
term Latinx.
While Latinx h
as been
adopted by the
media,
government
and
educational
institutions to
describe all
Hispanics, only
3% identify.

9. Key Takeaway
Don’t bother with
Latinx unless you are
specifically targeting:
• LGBTQ+ Hispanics
• Hispanics in
Academia
• Self-Identified

10. 2. Language Preference
Spanish
or
English
or
Bi-lingual
Correct Term?
There are three language preferences available to connect with
Hispanics. These preferences are connected to level of acculturation
and generation.

11. Simple Model

12. New Model = Flipped

13. Language Preference
See ELF
BI-
LINGUAL
Spanish Language
First
SLF
English Language
First.
ELF

14. SLF – Spanish Language First
100% of Ad in
Spanish
ADs
Use imagery of
families engaging
with each other
and enjoying each
other’s company
CREATIVE
100% of Funnel
and ALL Touch
points in Spanish.
FUNNEL

15. Spanish Search English LP

16. 100% SPANISH
Full Spanish
email subjects
=
35% Boost in
Open Rates.
&
Creative
=
25% - 30%
Less Unsubs
THIS
=
UNSUBS

17. Spanish Ad Spanish APP
English Ad: Features Professionals
NEW Spanish Ad: Features
Family Members
English: First Person Spanish: Second Person
CTR 277% Increase | CPC Cost Decreased 53%
Healthcare Client Healthcare Client

18. ELF – English Language First
Ads in English
w/Bi-lingual
elements.
ADs
Use imagery of
cultural nods like
music, religious
images or FAMILY.
CREATIVE
100% of Funnel
and ALL Touch
points in English
w/Spanish
availability.
FUNNEL

19. 1/3 of Hispanic Households Are Multi Generational
College Student, Maria
Searches in English for Health
Insurance for Abuela.
Abuela wants to speak to
someone in Spanish.

20. Key Takeaway
Whether you choose
ELFs or SLFs, keep the
entire funnel and ALL
touch points
consistent.
But OFFER Spanish
options to ELFs.

21. 3. Regional Differences
Country of
Origin
=
Dialect
&
Holidays
Transcreation
22 Spanish Speaking countries = Opportunities and Problems.

22. NEW HOLIDAYS
Christmas
Season isn’t
over on Dec 31st.
=
Dia De Los
Reyes
3 Kings Day in
January
=
MORE
OPPORTUNITY
GREAT For
Re-
Engagement.
Independence
Mother’s Day
Thanksgiving
& Many More!
NOT Cinco de Mayo

23. 1. Absorbente: Cuba
2. Bombilla: Bolivia and
Chile
3. Calimete: Dominican
Republic
4. Cañita: Peru
5. Carrizo: Panama
6. Pajilla: Costa Rica, El
Salvador, Guatemala,
Honduras and Nicaragua
7. Pajita: Argentina, Chile,
Spain and Uruguay
8. Pitillo: Colombia and
Venezuela
9. Popote: Mexico
10.Sorbete: Argentina,
Ecuador
11. Sorbeto: Puerto Rico

24. Spanish “TOMA”
Means
TAKE or DRINK
ie.
LIFE DRINKS VISA

25. Key Takeaway
NO Google translate or
tools for copy.
Use a professional who
offers
TRANSCREATION.
They can help you
avoid embarrassing
your brand.
DO Use Holidays.

26. 4. Channel Strategy
Social
or
TV
or
Radio
Channels
Where are Latinos spending time online?

27. How do I reach Hispanic
Consumers?
What is so great about
WhatsApp?
WhatsApp
MESSAGING
Largest consumers of streaming
TV.
Streaming TV
TV
Stay on top of International
News & Back Home.
US & International
NEWSPAPERS
Younger = Heavy Social
META, TikTok, Snapchat
SOCIAL
Local, Regional & National
Radio & Streaming
RADIO

28. Latinos
over-index
on
WhatsApp.
Easiest
way to stay
in touch
with family
in country
of origin.
30 MILLION USERS
Source: The Nielsen Company “Inclusion, Information, and Intersection: The
Truth about Connecting with U.S. Latinos” 2022

29. There is a HUGE
opportunity for
D2C brands and
agencies to target
SLF Hispanics on
WhatsApp.
Create a
Click-To-
WhatsApp Ad on
Facebook and/or
Instagram

30. Meta (Facebook & Instagram) has a high share of Hispanic users, however, they
over-index on the international connection capability of WhatsApp, and youth-
fueled Snapchat and TikTok.
SOCIAL MEDIA

31. Influencer
partnerships
and ad boosting
works best on
Social
Platforms.
• Authentic
• Cultural Nod
• Bi-Lingual
• Bi-Cultural
• Target
Audience
TIP #1

32. TIP #2
Target people
who match =
popular Spanish
media sites that
are vertical
based.
Example:
Insurance Ad
that targets
Spanish
Speaking Sports
Lovers
Additional
Interest =
El Mundo
Deportivo
DATA SHOWS: Hispanics habitually turn to current events,
entertainment, sports and lifestyle content from their country of
origin, or that of their parents.

33. TIP #3
Use Multi-
Language Ads
on FB & IG.
Multi-language ads enable you to set up a single ad with multiple
language variations and the platform matches the right language
to the language users have set on their devices.
*You will need to have separate headlines, copy & creative for
each language as well as separate LP urls.
Multi-language
= CPA 21-25%
Lower than
English.
Spanish ADS =
CTR 20% - 30%
Higher than
English Ads.

34. 1. Replicate Influencer
centric strategy on
any social platform
that offers short form
video.
2. Use ordinary people
who represent your
target authentically.
3. Then re-use / re-
purpose the content
with new ads.
REPLICATE For AD CONTENT

35. Hispanics are largest consumers of
streaming tv content.
STREAMING TV
Source: Nielsen streaming media consumer survey, Q1 2022

36. Spanish dominant use cable less and still
consume a lot of streaming.
STREAMING TV by Language
Source: Nielsen streaming media consumer survey, Q1 2022

37. Radio reaches
more Hispanics
every month than
any other linear
or digital media
platform.
w/Lower CPMs.
RADIO / STREAMING
Source: Nielsen RADAR, Nielsen Scarborough - Q2 2022

38. TIP
Radio offers an opportunity to further pre-segment due to the
plethora of local Spanish language stations that cater to specific
communities of Hispanics.
SPANISH
LANGUAGE
RADIO & TV
OFFER
SIGNIFICANTLY
LOWER CPMS
&
HIGHER ROAS
Source: Nielsen RADAR, Nielsen Scarborough - Q2 2022

39. Top 5 Hispanic content consumption in U.S.
NEWSPAPERS & MAGAZINES
10.00%
14.20%
15%
36.30%
24.50%
Sports
Law, Gov, Politics
Tech & Computing
Art & Entertainment
Current Events
Hispanics turn
to current
events,
entertainment,
sports and
lifestyle
content from
their country
of origin, or
that of their
parents.

41. TIP:
Use
Contextual
Ads
BUT
Keep
Language
Consistent
OR
HUGE
MISSED
OPPORTUNITY

42. Newspapers
Spanish
Language
Media
=
Spanish
Language Ads.
OR
HUGE
MISSED
OPPORTUNITY

43. Newspapers
All Touch
Points in
Spanish
OR
Missed
Opportunity
Wasted
Ad Dollars.

44. 5. Segmentation
Demographic
&
Psychographic
&
Behavior
Channels
How do you segment Hispanics?

45. Segmentation
Opportunities
Demographic
• Gender
• Age
• Location
• Income
• Country of Origin
• Language
Psychographic
• Attitudes
• Culture (Holidays)
• Lifestyle
• Personality
• Values (Family)
Behavior
• Ads
• Website
• Purchases
• Email Engagement
Geographic
• DMA
• Country of Origin
Starting out
with spot-on
assumptions.

46. Gracias!
danay@lunasolmedia.com
LinkedIn.com/in/danay
!
English
Español