This billboard, placed in the heart of the San Fernando Valley, Los Angeles, presents a powerful example of how subtle design choices can impact the effectiveness of an advertising campaign. At first glance, the message seems to resonate with the intended audience – but a closer inspection reveals a critical oversight in geographical targeting.
Why This Matters:
Notice how the word “HERE” is placed over Los Angeles, while “THERE” is positioned over the Dominican Republic. While this design may appear effective in regions with a large Dominican population, it misses the mark in Los Angeles, where the primary Hispanic demographic is not Dominican, but Mexican, followed by Salvadorans. The small Dominican community in Los Angeles – only 0.12% of the overall Hispanic population – makes this geographical mismatch particularly apparent.
Understanding the Local Demographics:
In Los Angeles, the Mexican community dominates, comprising 75.22% of the local Hispanic population, with over 3.6 million individuals. The Salvadoran population is also significant, representing 8.69% of the Hispanic demographic. In comparison, the Dominican population in Los Angeles is a mere fraction, at 5,858 individuals – a stark contrast to the billboard's intended demographic.
The 2Cultural Solution:
The original design reflects an East Coast mindset – one where the Caribbean (and specifically Dominican) communities are more concentrated. At 2Cultural, we recognize that adapting the messaging to reflect Los Angeles’ unique Hispanic demographics is essential for meaningful engagement. We propose moving the “THERE” marker to represent Mexico on the map, placing it where it would have the most impact on the local population.
In this case, the decision to use English for the billboard message misses the mark in terms of cultural relevance. The creative concept appeals to the feeling of nostalgia—wanting to have “your heart in two places”—which resonates most strongly with the first-generation or recently migrated Hispanic segment. This group, which is still adjusting to life in the U.S., predominantly speaks Spanish and often finds comfort in maintaining strong ties with their country of origin.
The Disconnect with the Bilingual Segment
While it’s possible that the bilingual segment could connect with an English-language message, this group is not the one experiencing the deep-rooted longing for their country of origin. They are already well-integrated into mainstream culture and are far more likely to use advanced technological means—such as apps and online services—to stay connected with friends and family across Latin America.
Tailored Insights for Every Market: Though this billboard is in Los Angeles, the same principles apply anywhere in the U.S. with significant Hispanic populations. 2Cultural brings local expertise to any market—whether it’s adjusting for the large Mexican-American audience in California, Puerto Rican communities in New York, or Central American groups in Miami. We ensure your message aligns with the demographics of the region, making sure your brand feels relevant to each unique community.
With 2Cultural, clients gain a trusted partner who understands the nuances of bilingual and multicultural advertising and can provide actionable insights that elevate their campaigns. We specialize in partnering with clients to make sure they’re speaking the language of their audience—both literally and culturally. By tapping into our expertise, clients can move forward with confidence, knowing their campaigns are culturally on-point and primed for success. By combining deep cultural insight with data-driven strategies, we are able to enhance the effectiveness of every campaign, driving higher engagement, loyalty, and ultimately, results.