Imagine this:
Your brand launches a significant Hispanic Heritage Month (HHM) campaign, featuring videos, posts, and Spanish slogans. You get visibility, maybe more likes than usual. But when October ends, the conversation goes silent.
Hispanic Heritage Month should be more than a moment on the calendar—it should be the spark for building authentic, lasting connections with Hispanic consumers. Yet for too many brands, it becomes just another fleeting memory rather than a true impact strategy.
At BOLD, we’ve seen it up close: Companies that manage to turn HHM into an organizational movement achieve deeper, more sustainable results. It’s not just about a cultural campaign — it’s about opening internal doors, building alliances, and proving how Hispanic engagement can strengthen sales, reputation, and customer experience.
The risk of staying in campaign mode
Hispanic Heritage Month was born as a cultural recognition moment. Today, for brands, it’s also a visibility platform and a business opportunity. But if the activation stays confined to marketing, it risks becoming a “one-off” with no continuity.
A nice video doesn’t change internal perceptions. A viral post doesn’t guarantee long-term loyalty. The difference lies in how you align your organization so HHM becomes the beginning of a sustained Hispanic strategy, not an isolated effort.
Did you know?
- Brands that activate more than three departments in their Hispanic strategy double their chances of retention and loyalty among Hispanic consumers (McKinsey).
- 67% of Hispanics prefer brands that remain active and connected year-round — not just in September and October (Twin Minds Media).
How to turn your HHM into an organizational strategy
1. Map internal allies before September 15
Don’t wait until launch day to seek support. Build a strategic map of allies inside your organization:
- Sales: How can HHM help them connect better with Hispanic clients? Adapting pitches, scripts, and sales materials can open real business opportunities.
- Customer Service: Training teams on cultural sensitivity and relevant channels can boost satisfaction and reduce friction.
- HR: Integrating HHM into DEI and culture initiatives strengthens belonging among Hispanic employees and projects consistency outward.
- Operations & Community Relations: From suppliers to partnerships, HHM can spark new opportunities in key ecosystems.
👉 The secret: Show them what they stand to gain — not just what marketing needs.
2. Design collaborations with clear value
It’s not enough to “invite” departments to participate. Every collaboration must be tied to a concrete business objective:
- Sales: Tailored materials for Hispanic audiences with cultural insights.
- Customer Service: Bilingual or culturally relevant service protocols.
- HR: Internal storytelling that highlights Hispanic talent within the company.
- Internal Comms: Messages that foster pride and cultural alignment.
When each department sees its own KPIs reflected in HHM, a campaign becomes a shared strategy.
3. Measure beyond reach
Go beyond impressions and clicks. Demonstrate true organizational impact through cross-functional metrics.
- Internal participation: Number of departments involved, joint initiatives created.
- Sales impact: Leads generated, Hispanic clients supported with new resources.
- Customer experience: Satisfaction, NPS, and culturally relevant feedback.
- Reputation (internal & external): Media mentions, employee perceptions, and stakeholder feedback.
This turns HHM into a business case, not just a pretty campaign.
4. Think beyond October
The biggest mistake? Ending the conversation once HHM is over. Hispanic consumers expect consistency — not one-off gestures.
An annual cultural calendar allows you to:
- Stay connected with the Hispanic community all year long.
- Integrate other key dates (Latina Mother’s Day, Youth Month, regional celebrations).
- Position your brand as a constant partner, not a seasonal guest.
👉 HHM is the entry point. The fundamental strategy is built in the 11 months that follow.
Success Story: Kohl’s turns HHM into a brand experience
Kohl’s has transformed HHM into more than a marketing campaign:
- Cultural product curation: Its “Herencia” collection was designed by the Diversity Design Council with artists like Whitney Salgado, reflecting heritage and personal connection (Kohl’s Corporate).
- Tangible support: Donated $100,000 to the Hispanic Scholarship Fund and hosted internal events with employees and Hispanic communities (Kohl’s Corporate).
- Inclusive partnerships: Collaborated with international Hispanic artisans through logistics partner Snapl, ensuring authentic quality and integration into store experiences (Snapl).
The result: An integral strategy that goes beyond marketing to generate social, cultural, and commercial impact.
BOLD as Your Strategic Ally
At BOLD, we help make Hispanic Heritage Month much more than a calendar moment.
We design strategies that begin with a campaign and evolve into an organizational movement — one that increases sales, strengthens reputation, enhances customer experience, and consolidates internal culture.
With our expertise and methodology, we connect brands with the Hispanic market in an authentic, strategic, and sustainable way.
📲 Let’s talk today about how to turn your HHM activation into the start of your most powerful Hispanic strategy.
