In 2010 the U.S. Census Bureau reported that people of Hispanic or Latino origin make up 16.3 percent of the American population today! That’s the third largest percentage in the mix. America’s melting pot is growing and day after day it’s becoming more apparent that Spanish is not just the second most popular language in the USA, it’s swiftly coming up on English! Road signs, store banners and flyers are all bi-lingual these days and brands are quickly waking up to the reality that if you aren’t engaging the Hispanic community you are missing out on a huge opportunity!
Old Navy is the first classic American brand we’ve seen to really take this seriously. They are about to launch a massive campaign completely in Spanish called Estilos Robados, translated as Stolen Styles. Every week a five minute segment will debut online featuring the star and cast dressed head to toe in Old Navy threads. Old Navy then engages viewers by asking them to choose an outfit for the star which will also decide the outcome of the next episode. The spots will air on Old Navy’s Spanish Facebook Page as well as on its very own Youtube Channel (where the first two episodes are available to watch now).
Here’s your first look at the campaign in action….
Read more on Ad Age Hispanic…