Google x Hispanic Heritage Month

September 2020

Overview

Align with Hispanic Heritage Month to encourage audiences to celebrate their community and shop local, Hispanic-owned small businesses. In this partnership, we highlighted 9 LatinX-owned businesses in 3 cities, across 3 industries and demonstrated 7 total Search attributes. 

How it works

Custom vignettes produced with Univision on-air talent Alejandra Espinoza will run ahead of our Spanish-language brand spots showing her support of small businesses. TV billboards will become local shout outs across select markets where LatinX IC over-index. Amplify custom vignettes across online video, as well as made-for-social cutdowns which ran across Univision, talent & micro-influencer social handles (Facebook, Instagram, Twitter). 

We developed both nationally- and locally-resonant creative versions. Local markets were determined by 3 inputs: 1- States most vulnerable to permanent business closure due to Covid-19 (McKinsey); 2- States with the most loan applications filed by LatinX business owners (Forbes); 3- DMAs with the highest local programming ratings (Univision).

Why this matters

Speaking to our LatinX audience with messaging that is aimed at helping consumers understand how they can support the small businesses they love.