For Delta Dental, the ask was to reach the Hispanic demographic with key insights. The Hispanic community is the largest growth segment for 50+. They are more socially and digitally engaged than ever and more likely to trust social media and rely on it for information and to make purchasing decisions. For each social post, we made sure an insight was incorporated to ensure our audience found a connection and relevancy to interact more with this client.

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.

DATA:
86% of Hispanics agree: “spending time with my family is my top priority”. But what do they do with their families?

DATA:
89% of Hispanics believe in the importance of “preserving time-honored customs”, over-indexing compared to the general population.

INSIGHT:
It is more likely for Hispanics that they watch the game with others.

INSIGHT:
There is the opportunity to make emotional/deep moments between generations within Hispanic households.

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.

INSIGHT:
Day-to-day time-honored customs for Hispanics look different than for the rest of the population as the focus is more on a collective, social gathering context for these activities; for many others, the focus is on the individual or small groups.

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:
While all cultures may dance, Hispanics are more likely to gravitate towards bachata, salsa, reggaeton urban dance styles, etc.

CULTURAL NUANCE:
This manifests why certain customs are more prevalent in the Hispanic community, such as playing lotería or dominoes.