Americana Dream Test

Testing Americana Cues with Latino Audiences

Earlier this year, Equis partnered with Grow Progress to test the impact of incorporating Latino visual cues in English-language ads. We found that videos that included cultural cues outperformed videos that did not, even when the messaging and other elements were held constant. You can read more about the Latinos cues test in Equis’ Latino Playbook.

With less than a month until Election Day, we completed a second iteration of the Latinos cues test, this time with a new set of visual cues. These videos included ‘American,’ Latino, and a mix of both, cultural cues.

The “Americana” Dream test revealed four major takeaways:

  • The overall Freedom message seems to be more effective among non-Latinos than among Latinos.

  • While the message increases Harris support among English-dominants, it has a significant negative effect on bilinguals (-10.4pp).

  • The non-Hispanic version of the creative works best with hard-to-engage groups (like English-dominants and men), who are likely already being persuaded by
    existing broadcast Democratic freedom messaging.

  • We do not recommend making Latino-specific freedom and Americana content in English or Spanish.