What do the Spanish words “arrullo,” “sobremesa” and “estrenar” have in common? They all have a starring role in #SinTraducción, Target’s new Hispanic campaign that features words with no English equivalent. A first-of-its-kind for Target, #SinTraducción is a sweeping celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture. Using a number of these untranslatable terms as inspiration, the campaign invites Target’s guests to experience the brand in a more personal way.
#SinTraducción, the retailer’s first campaign focused solely on Hispanic guests, launches March 8. Branded with an inviting hashtag, the campaign aims to create a dialogue between Target and its guests on social media.
A Bullseye View caught up with Rick Gomez, senior vice president of marketing at Target, to learn more about #SinTraducción.
What’s the thinking behind this campaign?
We know our Hispanic guests love Target, and we’re constantly looking for new ways to deepen our relationship with them. With this campaign, we wanted to recognize and embrace the bicultural reality that many of our guests experience every day in a way that feels warm and familiar. Throughout the campaign, we’re highlighting amazing products from Target, from apparel and cosmetics to food and home decor.
What role will social media play?
#SinTraducción is social by design. We love to hear from our guests and we also wanted to give them an opportunity to have conversations with each other. Our hope is that they will share their input and opinions. This campaign will continue to evolve, and we believe it will become even stronger with the feedback we receive from our guests and their unique experiences.