Brands borrow themes from telenovelas to connect with consumers
Implications - Given the context of traditional media that sees the Hispanic population underrepresented, many brands are launching conscious efforts that aim to form connections through powerful cultural narratives. Borrowing from themes central to the telenovela, such campaigns aim to resonate with consumers on an authentic level related to cultural preservation, in addition to the power of the medium as a means of establishing an emotional bond between consumer and brand.
Workshop Question - Which cultural touchpoints could you incorporate into your brand image? How would you do so?
Trend Themes
1. Cultural Preservation - Brands are increasingly borrowing themes from traditional cultural narratives to create authentic connections with consumers.
2. Telenovela-themed Marketing - Brands are tapping into the popularity of telenovelas to create new flavor in their marketing campaigns.
3. Targeted Hispanic Campaigns - Brands are targeting Hispanic audiences with culturally informed initiatives that reach out and establish connections with vital underserved markets.
Industry Implications
1. Marketing and Advertising - The retail industry can gain by tapping into unique business strategies that engage audiences in culturally salient ways.
2. Media and Entertainment - The film, TV, and entertainment industries can leverage culturally informed narratives to create more inclusive stories that appeal to broader multicultural audiences.
3. Dental Care - Healthcare providers can benefit by targeting specific demographics such as Hispanic audiences with community support and tailored oral health initiatives.
5 Featured, 37 Examples:
75,199 Total Clicks
Date Range:
Jan 15 — Jul 16
Trending:
Mild
Consumer Insight Topics:
