Intuit QuickBooks has kicked off a new campaign encouraging Latino business owners to think big.
The campaign stems from new research from the brand that found that four million Latino workers in the U.S. are considering starting new businesses.
“As a leading small business fintech provider, our mission is to provide all small businesses with the tools to help them succeed,” said Javier Martin, global brand development director, Intuit QuickBooks. “Given the growth rate of Latino-owned small businesses, and our research on the challenges they face as business owners, we knew we wanted to reach this dynamic industry with a campaign that would speak to their unique experiences as entrepreneurs.”
English- and Spanish-speaking Latino-owned small businesses are the fastest-growing group of entrepreneurs in the U.S.—with 34% growth over the past 10 years. This growing demographic represents an opportunity for QuickBooks. To reach this community, the company has launched a new campaign starring soccer icon Javier “Chicharito” Hernández promoting the company’s various services for small businesses –QuickBooks, TurboTax, Mint, Credit Karma, and Mailchimp.
“This campaign, in particular, aims to support the growth of all Latino small businesses by providing awareness of our financial tools and encourage Latino business owners to move beyond thinking like a ‘negocito’ — a small business—and focus on the tools that will help them to become a ‘negociote,’ with a big business mindset,” explained Martin.
The campaign centers on the concept of “Think Ote”, even if the company is “ito.” “Our ultimate strategy is to reach both English and Spanish-speaking Latino-owned businesses in the United States to let them know that tools and partners like QuickBooks exist to help them grow and succeed and help them get the confidence to take control of their business operations and finances,” said Martin.
“To achieve this, we looked for the right message and spokesperson who’d appeal to this diverse audience and ended up teaming up with soccer legend and LA Galaxy star Javier “Chicharito” Hernandez, to talk about making small dreams a big reality,” he continued.
The multi-language campaign will leverage the platforms of Latino celebrities, influencers and spokespeople to provide awareness of Intuit QuickBooks’ financial tools. The fully integrated campaign includes: broadcast, audio, digital, social and emerging platforms, which will be used in both owned and paid digital channels as part of the campaign. The commercial has been produced in both English and Spanish to allow QuickBooks to reach the diverse Latino community: U.S. born, foreign born, Spanish speaking, English speaking and bilingual.
