THE OVERVIEW
Client: Chispa
Time for execution: 30 days
Florida International University Strategic Research S1 Client
THE ASK
Develop an awareness campaign under Chispa’s “Sin Filtros” umbrella that increases the number of app downloads among US Hispanic females.
Hispanic women grow up dreaming of a traditional love story, but they are hesitant they’ll find it in untraditional ways.
THE CHALLENGE
Love feels like a burden when the pressures of being a Latinx woman living in the U.S. already are a heavy load to bear.
THE INSIGHT
Let Chispa do the heavy lifting.
THE STRATEGY
creative IDEA
Leave the hard questions to us.
context
Chispa is the #1 dating app designed for Latinos living in the US to connect and celebrate their culture. It launched in December 2020 and by September 2021, when the client first reached out, they were looking to expand their user base even more, especially among females ages 18-34.
A number of 5 focus groups with a total of 15 participants reached out through snowball sampling were completed.
As well as 70 surveys with an incidence rate of 94%.
All individuals came from a broad range of Latino backgrounds.
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56.9% of participants are looking for long term relationships.
Nearly 60% of BOTH men and women are looking for a long-term relationship.
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89.1% of females consider their family’s opinion “moderately, very, or extremely important” and explained that they are very tight knit to their family; especially their mothers.
Participant Verbatim Responses: “How important is your immediate family’s opinion to you about your relationships?”
“My mom knows me better than anyone else, she knows when someone is good or bad for me.”
“Relatively important. If they don’t like the person I’m talking to, I would consider that.”
“Very. They have to like whoever I'm with to a certain extent.
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83% of women feel like they should be more professionally successful at this particular time in their life . Only 42% of men feel the same way.
Main sources of stress for woman:
38% money related.
29% social life vs professional life related.
25% family related
8% other
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59.1% of the participants who are “extremely connected” to their Hispanic/Latinos roots selected that they are unsure about Chispa.
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58.3% of women and 60% of men download dating apps because of boredom.
51% of women believe dating apps are meant to casually date
THE CHALLENGE
Hispanic women grow up dreaming of a traditional love story, but they are hesitant they’ll find it in untraditional ways.
THE opportunity
Showcase Chispa as an app that makes connections possible through tradition.
THE AUDIENCE
“The Worrier Warrior”
Single Latinx woman living in a fast-paced and ever-evolving environment, the U.S.
Millennials 22 - 34
They don’t settle for anything less than what they believe they deserve.
Spanglish is their go-to form of communication
They are go-getters, passionate, and true to themselves and their values.
They are very connected to their families, especially their mothers.
They have a whole vision for their life.
Use Whatsapp as their main messaging platform to stay connected to family.
Comedy, food, and lifestyle are their favorite content genres.
INSIGHT
INSIGHT
Love feels like a burden when the social, economic and family pressures of being a Latinx woman living in the U.S. already are a heavy load to bear.
STRATEGY
STRATEGY
Let Chispa do the heavy lifting.
creative idea
leave the hard questions to us.
TAGLINE:
“ Y EL NOVIO ?”
This tagline is reminiscent of the questions Latinx families typically bombard single women with during gatherings. We want to showcase how Chispa can help you answer the question next time.
We will be as inclusive as possible of ALL Hispanic cultures through the usage of expressions
Colombia: “Parce”
Mexico: “Wey”
Ecuador: “Broder”
Dominican Republic: “men”
Different expressions, the same question
EXPERIENTIAL
#ChispaWedding
Chispa will sponsor a Hispanic wedding for one of our successful couples, in exchange for advertising during the event.
The sponsorship will include:
Latinx musical artist
Chispa Bar
After Party food truck.
How will we advertise the app?
On the back of wedding invitations, through video ads at the wedding, and print ads at the restroom of the venue.
Finally, with a bouquet throw for only single women. Whoever catches it will get Chispa premium for free.
The overall goal is to create a moment with the potential to create buzz online through the creation of user-generated content.
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