25 Million Latinas Attract Attention Of Big Brands

There are 25 million Latinas in the U.S. and companies like Kmart have taken notice. In a new campaign called Latina Smart, Kmart recruited five Latina bloggers to write about everything from food to fashion to culture. AdAge writes:

Marketers have put lots of effort into building social-media programs around key targets such as moms and youth. Now they’re turning their focus on another fast-growing, social-media-savvy segment: the Hispanic-blogger community.

This week Kmart kicks off its Latina Smart platform, built around five blogueras, after a soft launch in late April. Each of the five Latinas writes regular blog posts that run on both the Latina Smart Facebook page and on their own blogs, and engages in other activities such as Twitter parties and photo contests.

We wrote previously that Latinas are largely responsible for spending the $1.4 trillion wielded by Latino consumers in the U.S. So it makes perfect sense that Kmart, as well as other brands like Google and UFC,  are focusing their energies on this important and emerging market.

Whether Latina bloggers being marketed by Kmart as “bolder than our curves and louder than our accents” is the best way to recruit more Latina/o dollars is yet to be seen, but for small to large businesses in the country, the message should be clear: now is the time to reach out to the Latino market.

Follow Sara Inés Calderón on Twitter @SaraChicaD