A Political Female Candidate campaign in the Latino National Market, and the subsequent adjustments to achieve votes.
Objective: To expand the candidate's outreach in the US Hispanic community.
Initial Process: The campaign headquarters had worked with the political advisers and PR agencies for a general advertising strategy.
For the Hispanic market segment
they had been advised to simply
translate the ad into Spanish
and air it heavily on the two largest Spanish networks. The ad had tested tremendously successful in the mainstream market, and the PR agency found no reason to strategize more when adapting it to the Latino constituency.
|First Results: After doing as advised, and airing the translation of the ad
on Univision and Telemundo nationwide for a month, polls results showed a 10 percent decrease in voter intention within the Latino population in the
four largest cities in the country.
This was not the result that the
Campaign had expected to see.
Why had this occurred? Although many of the agencies they used were very professional, the agencies and the political consultants did not understand the Hispanic voter, and lacked knowledge of the Latino values and priorities. The ad
portrayed the powerful personality
of the candidate with only a brief
appearance of a few African
Americans as the only
acknowledgement of a minority
constituency. All the signs were in
English, and the closing written tag
line read “The POWER of Results.”
The Campaign came to the realization
that they needed to make adjustments
to their approach if they wanted to
recover and succeed in the Latino
The voters of this market accounted
for 15% of the potential national
votes for this candidate.
The campaign initiated work with the principals of The 650 Company. With input from 650, the campaign was able to adjust their media strategy, to produce a new version of the original successful ad, with adjustments that would appeal to the Latino voter:
- Worked with the team to
develop a new tag line at the
end of the ad, where the
emphasis would be more on the
warmth of the candidate, and her
dedication to children’s causes,
rather than a more aggressive
and results oriented strategy.
- Included inserts in the ad
showing images of Latino voters
gathering around the candidate.
- Added images of voters
carrying signs of support in
- Developed an ad with the
narrator using a softer and
kinder tone to appeal to the
Hispanic culture of
Adjustments and changes were subtle yet very meaningful.
End Result: Once the many factors were considered and the cultural insights were put into proper perspective, the results were exponential: the candidate not only recovered the interest of the Latino voter to show up at the polls, but her candidacy almost monopolized the attention of the community. The Latino voters in the most important cities of the country gave her the majority of their vote, making her the front-runner of the national race for the months to come. Much time and investment was saved by a deeper understanding of the subtle cultural differences involved along each step of the way.
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