Celebrated the Latino community and entrepreneurship
The Challenge
In a time when brands are fighting for the attention – and wallets – of the Hispanic consumer, Target wanted to underscore its continued commitment as the retailer that represents, celebrates, and supports the Latino segment.
The Idea
To demonstrate that they understand the multi-dimensional realities and needs of their Latino guests, Target launched Más Que (More Than), a campaign celebrating the entrepreneurial spirit of the Latino community. The integrated marketing campaign included a Hispanic Heritage Month collection featuring products created by Latino artists and founders, a speaking opportunity at the L’ATTITUDE conference, as well as storytelling that highlighted the experiences and cultural influences of the Latino founders on their path to success.
The Impact
- 540 million media impressions
- 80 media placements
- 144% YoY coverage increase
- 73% feature placements
