Target reels in Hispanic youth with 'untranslateable' social media campaign

April 23, 2015 2:50 PM

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Target reels in Hispanic youth with 'untranslateable' social media campaign

Since its launch in early March, the retailer's newest Hispanic-only social media campaign appeals to young, family-oriented Latinos using Spanish terms that are only partially translatable. Words like "arrullo," referring to the entire process of putting a baby to bed, and "estrenar," meaning the act of wearing or using something for the first time, are used in a collection of bilingual ads.

This is the first time Target has released a campaign solely meant for Latino shoppers.

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