For Carter BloodCare, the ask was to reach the Hispanic demographic, ideally who are predominantly US-born. Majority identify with Mexican heritage, reflecting the Texas Hispanic demographics. We wanted to make sure this audience felt seen with their personal culture and with the interplay between English and Spanish across different settings. For each project, we made sure insights reflected our audience, incorporating them directly to ensure the connection to relevancy and to make sure the client had their connection to build trust and get more donors.
IDEA
Who is the ultimate blood expert in the world? Dracula. Who is the ultimate blood expert among Texas Hispanics? El Chupacabras (The Goat-sucker).
The Chupacabras is a mythical creature that has fascinated Hispanic communities for generations. We’ve all heard the folktales about this elusive creature who used to suck the blood of goats and other animals, but he has been strangely quiet in recent years. With this concept, we'd like to update this folktale and give it a fun twist. El Chupacabras has decided to redeem himself by using his fame, skills, and knowledge to help CBC increase blood donations.
CAMPAIGN
SOCIAL POSTS
Introducing Dr. Chupacabras
DIRECTION POST 1 - FACEBOOK
DATA:
Hispanics tend to be super fans of sports, being 2x more likely than the rest of the sports fan universe to attend events.
DATA:
63% of Hispanic households are multigenerational.
DIRECTION POST 3 - FACEBOOK
DATA:
63% of Hispanic households are multigenerational.
INSIGHT:
It is more likely for Hispanics that they watch the game with others.
DIRECTION POST 2 - INSTAGRAM
INSIGHT:
There is the opportunity to make emotional/deep moments between generations within Hispanic households.
INSIGHT:
There is the opportunity to make emotional/deep moments between generations within Hispanic households.
CULTURAL NUANCE:
While gaining popularity in the USA, soccer still has a special place with Hispanics (84% follow the sport).
CULTURAL NUANCE:
With these moments and within these households, it becomes an opportunity to keep and pass on traditions.
CULTURAL NUANCE:
With these moments and within these households, it becomes an opportunity to keep and pass on traditions.
DATA:
63% of Hispanic households are multigenerational.
DIRECTION POST 4 - INSTAGRAM
INSIGHT:
There is the opportunity to make emotional/deep moments between generations within Hispanic households.
CULTURAL NUANCE:
With these moments and within these households, it becomes an opportunity to keep and pass on traditions.
WEBSITE
Introducing Dr. Chupacabras
DATA:
86% of Hispanics agree: “spending time with my family is my top priority”. But what do they do with their families?
INSIGHT:
For many Hispanics, spending time with their families implies putting value in celebrations and events that connect them back to their traditions and maintain social and family ties.
CULTURAL NUANCE:
While all cultures may dance, Hispanics are more likely to gravitate towards bachata, salsa, reggaeton urban dance styles, etc.
SOCIAL POST
Holiday - Dia de Los Muertos
DATA:
63% of Hispanic households are multigenerational.
POST 2 - FACEBOOK
DATA:
63% of Hispanic households are multigenerational.
POST 1 - INSTAGRAM
INSIGHT:
There is the opportunity to make emotional/deep moments between generations within Hispanic households.
CULTURAL NUANCE:
With these moments and within these households, it becomes an opportunity to keep and pass on traditions.
INSIGHT:
There is the opportunity to make emotional/deep moments between generations within Hispanic households.
CULTURAL NUANCE:
With these moments and within these households, it becomes an opportunity to keep and pass on traditions.