{"id":9344,"date":"2021-10-22T10:43:02","date_gmt":"2021-10-22T14:43:02","guid":{"rendered":"https:\/\/www.acuityads.com\/?p=9344"},"modified":"2024-11-26T10:24:12","modified_gmt":"2024-11-26T15:24:12","slug":"most-viewed-video-ads-hispanic-heritage-month-2021","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/most-viewed-video-ads-hispanic-heritage-month-2021\/","title":{"rendered":"Most Viewed Video Ads: Hispanic Heritage Month 2021"},"content":{"rendered":"

September 15 – October 15 marks Hispanic Heritage month \u2014 a yearly observation to celebrate the history, culture and contributions of Hispanic Americans. As the second largest Spanish-speaking country behind Mexico, brands in the States recognize the importance of targeting and tailoring their messaging to this growing community. The Most Viewed Video Ads for Hispanic Heritage Month 2021 reflect this, and the multicultural marketing<\/a> imperative in an increasingly diverse world.<\/span><\/p>\n

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This Hispanic and Latin community: An unrepresented market?<\/b><\/h4>\n

The Hispanic and Latin community toppled demographic growth in the US in 2020, accounting for 51.1% of the country\u2019s total growth or 18.7% of the total US population accounting to the US 2020.\u00a0<\/span><\/p>\n

But despite this, Hispanic consumers make up a relatively small portion of advertising spend. According to the Hispanic Marketing Council only 6% of total industry investment is spent on targeting the Hispanic community. What\u2019s more, 78% of Hispanic consumers don\u2019t believe brands adequately target them, according to eMarketer.<\/span><\/p>\n

Brands that aren\u2019t making efforts to target multicultural audiences<\/a> are missing a huge opportunity. In fact, <\/span>75% of consumers agreed they’re more likely to purchase from a brand when people who look like them are represented in their ads <\/b>(Source: <\/span>Iterable<\/span><\/a>).\u00a0<\/span><\/p>\n

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Hispanic Heritage Month 101\u00a0<\/b><\/h4>\n

Hispanic Heritage Month first started off as a seven day celebration under President Lyndon Johnson in 1968, commencing on September 15\u00a0 to coincide with the national independence days of Guatemala, Honduras, El Salvador, Nicaragua and Costa Rica. It was then expanded to an entire month under President Ronald Reagan in 1988. Influence has also seeped into the north, with Canadian Parliament proclaiming October Latin American Heritage Month in 2018 in recognition of the Latin American community\u2019s tremendous contribution to Canadian society.<\/span><\/p>\n

The theme for this year\u2019s celebration was “Esperanza: A Celebration of Hispanic Heritage and Hope,” envisioned by Victor Anthony Zertuche, an attorney-advisor at the U.S. Environmental Protection Agency.\u00a0<\/span><\/p>\n

His reasoning behind the theme: <\/span>\u201cThe past year has been one unlike any in recent memory. For so many of us, our lives have changed. We’ve celebrated life’s milestones at home or spent holidays alone. But, despite how our world has changed, we’ve kept our eyes on the horizon, we’ve held onto our hope.”<\/span><\/i><\/p>\n

“This theme celebrates our Hispanic heritage and our resilience. It provides us the opportunity to reflect on those who came before us and held onto hope to create a better tomorrow. It inspires us to recognize that we are stronger together and reminds us that, although we are apart, with hope we are not alone.\u201d<\/span><\/i><\/p>\n

The Most Viewed Video Ads for Hispanic Heritage Month 2021 did the theme justice. Let\u2019s take a look at who topped the charts and some of our favorites.\u00a0<\/span><\/p>\n

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Most Viewed Video Ads for Hispanic Heritage Month 2021\u00a0<\/b><\/h4>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Brand<\/b><\/td>\nCampaign<\/b><\/td>\nRelease date<\/b><\/td>\nViews<\/b><\/td>\n<\/tr>\n
Sephora<\/span><\/td>\nHispanic Heritage Month<\/span><\/a><\/td>\n15-Sep<\/span><\/td>\n1,441,479<\/span><\/td>\n<\/tr>\n
FUD<\/span><\/td>\nConnect With Your Heritage<\/span><\/a><\/td>\n15-Sep<\/span><\/td>\n1,246,018<\/span><\/td>\n<\/tr>\n
Amazon Music<\/span><\/td>\nLa Cultura That Connects Us<\/span><\/a><\/td>\n14-Sep<\/span><\/td>\n819,100<\/span><\/td>\n<\/tr>\n
Hulu<\/span><\/td>\nAcentos Bienvenidos<\/span><\/a><\/td>\n10-Sep<\/span><\/td>\n790,228<\/span><\/td>\n<\/tr>\n
Unilever<\/span><\/td>\nNos Inspiras Tu<\/span><\/a><\/td>\n23-Sep<\/span><\/td>\n606,087<\/span><\/td>\n<\/tr>\n
Curacao<\/span><\/td>\nHispanic Heritage Month Sale<\/span><\/a><\/td>\n10-Sep<\/span><\/td>\n483,575<\/span><\/td>\n<\/tr>\n
WWE<\/span><\/td>\nCelebrating Hispanic Heritage<\/span><\/a><\/td>\n29-Sep<\/span><\/td>\n447,583<\/span><\/td>\n<\/tr>\n
Target<\/span><\/td>\nM\u00e1s Que A Month<\/span><\/a><\/td>\n10-Sep<\/span><\/td>\n339,127<\/span><\/td>\n<\/tr>\n
Victoria’s Secret<\/span><\/td>\n#UnidosVS<\/span><\/a><\/td>\n15-Sep<\/span><\/td>\n247,813<\/span><\/td>\n<\/tr>\n
Nickelodeon<\/span><\/td>\nJoin the Celebraci\u00f3n!<\/span><\/a><\/td>\n10-Sep<\/span><\/td>\n219,499<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

*Data collected by AcuityAds\u2019 True Reach\u2122 insights platform from September 10 \u2013 October 8, 2021<\/span><\/p>\n

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Stand out ads<\/b><\/h4>\n

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Amazon Music – La Cultura That Connects Us<\/b><\/p>\n

Amazon\u2019s <\/span>La Cultura That Connects Us <\/span><\/i>features cameos from Hispanic and Latin artists\u00a0 narrated by Jharrel Jerome and perfectly captures the energy and passion of the community it represents. Jerome transitions between English and Spanish during the ad, a common characteristic among many of the Top 10.\u00a0<\/span><\/p>\n

The campaign showcases Amazon\u2019s ongoing efforts to target Latin music consumers. And for good reason \u2014 during the past year, the platform\u2019s Latin music listener base grew <\/span>94% year over year<\/span><\/a> according to Billboard.\u00a0\u00a0<\/span><\/p>\n

https:\/\/www.youtube.com\/watch?v=iUdxpSBpst0<\/a><\/p>\n

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Victoria\u2019s Secret – #UnidosVS<\/b><\/p>\n

Victoria\u2019s Secret\u2019s campaign doesn\u2019t feature their product at all, nor were they trying to sell viewers on anything. Instead, the company opted to feature Hispanic and Latin employees, who discussed their favorite parts of their culture. The authenticity of the ad is what makes it so effective.\u00a0<\/span><\/p>\n