Any date is perfect to celebrate love and friendship. Valentine’s Day is now a global celebration with ever more enthusiasts in different countries. Fun fact: in Colombia, Shakira and Sofía Vergara’s birthplace, this celebration is more important and salient in September, and it is called Día del Amor y la Amistad in Spanish, and literally meaning in English, “Day of Love and Friendship”.
However, although Colombians celebrate it in September, they also honor love and friendship on February 14th, just like most of the Hispanics living in the US.
Some of the names used in different countries for this special date are Día de los Enamorados (Lovers’ Day) and Día del Cariño (Love Day). In countries as important as Mexico, it is also called Día del Amor y la Amistad (Day of Love and Friendship). Nonetheless, the most common way to call it is Día de San Valentín (Valentine’s Day).
The economic impact of Valentine’s Day in Latin American countries is relevant. Colombia and Ecuador, for example, export 90% of the roses that are given as gifts in the US, Europe, and Asia.
Since Valentine’s Day is a great opportunity to connect with Hispanic audiences, understanding their culture and language to connect and engage with them is key. Knowing the informal names for this date also represents an interesting opportunity for marketers to explore their Hispanic media campaigns.
The following are some tips for your media campaigns:
1. It’s Not Only for Couples
For the Hispanic audience, this date is not only intended for couples, as it also covers friends and family. Hispanics look for any kind of moment to show love and affection to their loved ones. When sending your messages, keep in mind that gifts may be addressed to anyone who is close to them.
2. Customized Messages
Experiences are of great importance; therefore, your messages must be timely and customized when reaching this kind of audience. Let them know that you understand their culture and preferences.
3.In-culture Content
Create strategically content thinking about what your audience is really looking for. Communication should not only be before or during Valentine’s Day –but it also becomes important after that date and you should use content with real value.
4. Segment Your Audiences Based on Country of Origin
Emotions are important for Hispanics, so make use of everything advertising technology currently offers you to impact this audience with unique and relevant experiences that are connected with their emotions. For example, you may segment your audiences based on their countries of origin and by creating specific messages for each one of their cultures.
Do you want to know what else you can do for these special dates? Write us back and our multicultural team will contact you to create a specialized campaign for your Hispanic audiences.
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