MARKETING FOR INFLUENCER

HISPANIC MILLENIALS

2

A GROWING SEGMENT

Hispanic millennials are one of the fastest

growing demographic segments.

of millennials living the

U.S. identify as Hispanic121%

CONFIDENTIAL

of Hispanics are

millennials or younger260%

of the growth of the U.S.

Hispanic population are

millennials2

80%

CONFIDENTIAL 31) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-

us.html

1.2

1.3

1.4

1.5

1.6

1.7

2015 2016 2017 2018 2019 2020

$1.3T

Projected amount of

buying power reached

by U.S. Hispanics in

20201

$1.7T

CONFIDENTIAL

The Hispanic market segment exhibits a

tremendous amount of spending power.

Amount of buying power

in the U.S. controlled by

Hispanics in 2051

CONFIDENTIAL 4

1) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-

us.html

46%

35%

18%

55

A

ND

OLDER

52%28%

20%

35-54

58%

14%

28%

18-34

54%

6%

41%

UNDER 18

Spanish-Dominant Bilingual English-Dominant

Nearly 60% of Hispanic millennials are bilingual.

Percentage of Hispanics in the

U.S. by Age and Language

CONFIDENTIAL 5

WHATLANGUAGE DOHISPANICSUSE ONLINE?

Hispanic audiences are more

likely to use English online than

they do at home.1) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-

online.html

Language

Used

At Home

Language

Used

Online

52%32%

16%

31%

41%

28%

Spanish Bilingual English

CONFIDENTIAL

CONFIDENTIAL 6

LATINOS RESPOND TOBRAND MESSAGES

Hispanics are significantly more influenced than

non-Hispanics by both influencer and brand

messaging 21) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-us.html

2) https://www.iriworldwide.com/en-US/insights/news/IRI-s-2016-HispanicLink-Study-Reveals-Hispanic-Shoppers-Outsized-in-CPG-E-

commerce

3) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html

of U.S. Hispanics say they pay

attention to branded messages

online1

66

of Hispanics who see a branded message take

an action such as performing a search, visiting

a company’s website, or making a purchase3

more likelihood for Hispanics to pay attention to branded messaging over the general online population1%

93%

30

%

CONFIDENTIAL 7

Hispanic millennials are savvy shoppers who look to the

internet and social media to guide their purchase decisions.

1) https://www.iriworldwide.com/en-US/insights/news/IRI-s-2016-HispanicLink-Study-Reveals-Hispanic-Shoppers-Outsized-Interest-in-CPG-E-

commerce

2) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html

38%

of Hispanics search for

sales and promotion deals

online before a shopping

trip1

83%

Use mobile devices to

research purchases in

real time while shopping2

HISPANICMILLENNIALS DO THEIR RESEARCH

CONFIDENTIAL 8

HISPANICMILLENNIALS LOVE BRANDS

Hispanic millennials demonstrate a clear

preference for established brands when it

comes to where they shop and what they buy.

1) https://www.iriworldwide.com/en-US/insights/news/IRI-s-2016-HispanicLink-Study-Reveals-Hispanic-Shoppers-Outsized-Interest-in-CPG-E-

commerce

2) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html

Hispanic millennials prefer

established brands to craft

or boutique brands2

Hispanic millennials are

more likely than other

millennials to shop at a large

retailer, such as Walmart

and Target2

88% of Hispanics pay

attention to ads that include

elements of Hispanic culture,

regardless of language1

CONFIDENTIAL 9

Be Relevant

of Hispanics feel more favorable about

brands that aim to be culturally relevant. 1

Embrace Biculturalism

More than half of U.S. Hispanic millennials are

bilingual3. Using both English and Spanish in

brand messaging can be beneficial when it’s

organic and relevant to the creative, and shows

that brands are truly in-tune with their audience.Keep it Light

Light humor that fits the context of the brand

resonates with Hispanic audiences as do optimism,

celebration and inspirational quotes4

Facebook is Where It’s At

Facebook native video content performs four times

better than other video content online, including

YouTube2

1) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-

online.html

2) https://www.mediapost.com/publications/article/270982/top-2016-trends-in-hispanic-social-media.html

3) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-

us.html

4) https://www.emarketer.com/Article/Social-Media-Help-Brands-Earn-Trust-of-US-Hispanics/1014739

BEST PRACTICES FORREACHING HISPANIC MILLENNIALS

Use Influencers with Paid Social

Influencers are one of the best ways for brands to

reach Hispanic millennials in a way that is creative,

authentic and culturally relevant.2 By boosting

influencer content with paid social advertisers, brands

can target Hispanic audiences with more accuracy

and scale.

41%

CONFIDENTIAL

THANK YOU