Daisy Terrazas-Cole


Haworth Marketing + Media is a Minneapolis headquartered and employee owned media buying and planning agency. Its clients include retail giant Target. How is multicultural marketing being taken into account by Target and Haworth’s other clients? That’s where DaisyTerrazas-Cole, Multicultural Marketing Strategist at Haworth comes in. Portada talked with Terrazas-Cole, a former Clinton Foundation and Univision employee.

Daisy Terrazas-ColeTerrazas-Cole (photo) tells us that she works on incorporating multicultural insights into the campaigns of Haworth clients, which include Target, Beats by Dr. Dre, Ben & Jerry’s, DreamWorks and St. Jude Children’s Research Hospital. Grossly defined , there are two types of campaigns Terrazas-Cole influences.

1. Total Market Campaigns that lead with Hispanic insights

Example: Target’s Shakira Campaign

Why do Hispanic Insights lead?: The case of Shakira is very unique because she is a Latin artist that has mass global appeal. Haworth Marketing + Media helped Target develop a Hispanic inclusive campaign in synergy with Target’s broader marketing efforts. The campaign includes Shakira’s latest album launch, a collaboration that features exclusive tracks around the Target release. “This was a total market approach that was strongly led by Hispanic insights,” Terrazas-Cole says.
Insights: One of the insights is that, considering Shakira’s cross cultural appeal, the best way to resonate with her fan-base is to speak to them in both English and Spanish across both mass and Hispanic endemic environments.
The Campaign:These insights led to the feel of the overall Target campaign and impacted the actual media buys. These included both national and Top Hispanic markets with Radio and TV as well as digital advertising, including online video. For example, to Terrazas-Cole’s knowledge, Target was the first to air a Spanish language spot, featuring Shakira, during the Grammys on CBS in February. “Shakira is the ideal artist because she resonates with fans globally across cultures”, Terrazas-Cole adds. (Note: Newspaper Services of America buys FSI’s and ROP newspaper advertising for Target)

2. Hispanic specific campaigns

Example 1: Target’s Latin Billboard Campaign

When talking about Pepsi’s recent move to eliminate most of its Hispanic marketing and multicultural marketing positions, Terrazas-Cole notes that “not all messaging implemented through a total market approach may resonate with Hispanics.” She cites Target’s Latin Billboard campaign which is done in conjunction with Telemundo. She emphasizes that “while there may be a separate multicultural team, Hispanic specific insights and tactics still need to be incorporated. Our team at Haworth is continuously taking into account the multicultural perspective within their media strategy – across campaigns.” Terrazas-Cole works mostly in partnership with Target’s multicultural marketing team.

Not all messaging implemented through a total market approach may resonate with Hispanics.

Example 2: St. Jude’s Children Hospital

Another example of a Hispanic specific campaign is St. Jude’s Children Hospital, where message and the talent is very different depending on whether the campaign targets the Hispanic or a general market audience, therefore requiring a more relevant multicultural message. Actress Jennifer Aniston belongs to the talent St. Jude Children’s Hospital uses for English-language messaging, while Luis Fonzi is used for Spanish-language campaigns. ‘

Target’s 2014 plans

Terrazas-Cole notes that in general terms Target’s approach is focused on building credibility with its Hispanic guests. Target’s main Hispanic marketing objective in 2014 is to “connect with its guests in an organic and authentic way, while taking the time to strengthen that relationship. We know that our guests are very unique, so we talk to our Hispanic consumer with messaging that is inclusive of their general market counterparts.” As an example she cites that “Target followers may use a Spanish-language hashtag but tweet in English.” For the 2013/2014 Holidays Target developed the #AsíFestejoYo hashtag. According to Terrazas-Cole, it generated a lot of engagement. For Content Marketing projects, Target typically leverages its relationship with partners to connect with its guests. As an example Terrazas-Cole cites Target’s Baby campaign with BabyCenter which is inclusive of BabyCenter en Español. (Read an interview with Juan Galarraga, VP of Store Supply Chain and Operations at Target.)

The jury about the viability/success of sites targeting Hispanic (women) in English is still out (e.g. see the recent closures of CNN Latino and NBC Latino). Portada asked  media buyers at corporations and agencies about their views. What media buyers at Maybelline, Rooms to Go and Haworth Marketing and Media have to say.

Acculturated Latinas

Moguldom Media Group just introduced LatinaMadre.com a bicultural site targeting acculturated Hispanic moms. The rationale for the launch  seems pretty understandable when explained by Moguldom Media Group Chief Revenue Officer Christian Gonzalez: “There is a lack of information  for US-based Latinos/Hispanics,  but more so in the useful/factual information arena – Information people can use in their day-to-day lives. As far as LatinaMadre.com is concerned, we have a fair amount of content targeting Hispanic women.”

Quite a few media properties have been betting on reaching and engaging acculturated Hispanic moms. Demographic facts support  their efforts: Hispanic women are the growth engine of the U.S. female population and are expected to represent 30% of the total female population by 2060, while the non-Hispanic white female population is expected to drop to 43% according to a recent Nielsen study. But what do media buyers have to say? Are acculturated sites reaching the Latino population good enough? Is English-language  content targeting Hispanics still too scarce?

When it comes to digital media reaching out to the bicultural Latina, very few sites update their content often enough, particularly if you compare it to general market sites.
Daisy Terrazas-Cole
Daisy Terrazas-Cole, Multicultural Media Strategist, Haworth Marketing and Media

Daisy Terrazas-Cole, is  a Multicultural Media Strategist working at Haworth Marketing and Media
in Minneapolis, MN. Terrazas-Cole works on the multicultural strategy for Target whose main objective is to reach bilingual Hispanic women  that are milennials and navigate between both cultures. Terrazas-Cole notes that some sites do a good job, including some Spanish-language sites who provide international news and sites targeting the general market in “pure” English,  but that “there seems to be a big gap when it comes to content targeting the bicultural Latina.”
Daniel Villaroel, Director Multiethnic Marketing at Maybelline New York and Garnier, says that “for the general market, there continues to be a growth trajectory for digital content. In comparison to the Hispanic market, some content produced in English is meeting the needs of some Latinas.  However, I think more content that’s of better quality is necessary for Latinas in both English and Spanish. I’m seeing a huge appetite for Spanish language/bilingual content.” (BTW: the data on the table at the end of this article supports Villaroel’s view). He adds that his brands “have fully robust Spanish language web and mobile sites.  We utilize a variety of tools at our disposal to reach Latinas digitally that include standard display, branded content and video among other tactics.”

Martha Kruse
Martha Kruse, Senior Director Multicultural Marketing, Rooms to Go

Martha Kruse, Senior Director Multicultural Marketing at Rooms to Go, notes that “there is a good amount of media content targeting women in my opinion. Depending on the category you can find from well-established publishing house to bloggers, etc. Now, in turn when it comes to targeting Hispanic women, digitally, I think no one owns it yet.”

As for targeting Hispanic women, digitally, I think no one owns it yet.

The costly need to update

“When it comes to digital media reaching out to the bicultural Latina, very few sites update their content often enough, particularly if you compare it to general market sites,” says Haworth’s Terrazas-Cole. It is a Catch 22 issue: If digital properties do not have enough good quality and frequently updated content they may not attract enough advertising dollars, which in turn are not sufficient to finance the editorial operation. Enedina Vega-Amaez ,Vice President/Publisher at Meredith Hispanic Ventures Group, contends that frequent updating  “is a question of resources and having the staff necessary to respond to what is current and trending since the web is so immediate.  In the magazine publishing world you are publishing for a monthly or a weekly, on the web it’s daily, if not hourly.”

The table below shows that English-language (general market)  sites in the beauty, lifestyle, fashion and style categories  are most visited by Hispanic women rather than sites that specifically target acculturated Latinas. It will be interesting to see if in the next 10 years this pecking order can be changed by new start-ups within media that exclusively targets acculturated Latinos.

General Market sites  lead when it comes to target acculturated Latinas



Total unique visitors (000)

Lifestyles – Beauty-Fashion/ Style


Glam Style


Stylelist Sites


TotallyHer – TheFashionSpot




Hearst Beauty & Fashion Network


Livingly: Style


Enfemenino.com Sites


POPSUGAR Fashion Beauty






Source: comScore – December 2013