The GOP’s effort to win the heart of Hispanics is hard to go unnoticed. With 54 days left until the presidential election, it’s a race against time to connect with voters on a personal level. The GOP developed a campaign to achieve their goal of winning the Hispanic vote. They released their new campaign throughout social media while also using traditional media outlets to influence Spanish speakers.
According to Politico, the presidential election falls within the margin of error. GOP Hispanics is an organization within the GOP dedicated to persuading the Hispanic community to vote Republican. The “Hispanics, The Week Ahead” was a campaign released to create awareness and convince Hispanic voters. The campaign released its first videos posted in English and Spanish on Twitter, Facebook, and YouTube. The organization speaks Spanish in their campaign videos to connect with Hispanic voters on a personal level. The group shares values and ideas with Hispanic voters across the country.
Using the SoMe model the “Hispanics, The Week Ahead” campaign taps into the minds of Hispanics. The campaign seems human using thoughts, views, feelings, and reactions to promote their campaign. The compelling content found on the organization’s Twitter gives a direct message to voters. You have to hand it to them, creating videos in Spanish to connect with many speakers around the country is a smart tactic. A few clicks throughout the organization’s social media page and you can find an over emphasized picture of Hillary Clinton. Within the picture is a detailed blog post in Spanish. It is clear that the GOP Hispanic organization is using the 2-way asymmetrical model to trigger an attitude change with Hispanic voters.
The campaign uses emotional appeals on YouTube to convince Hispanic voters. The campaign does a good job with content throughout their post. However, it’s hard to locate this content. For example, if you search this campaign you will notice only a small majority of the Hispanic population viewing their content, this is due in large part to the Hispanic majority not identifying with the GOP candidate for president. The campaign has only generated about a dozen YouTube videos. Regarding strategy, this campaign failed to promote their content. With a compelling message and a lack of delivery, the campaign could have taken a more practical approach. After taking a glimpse at the organization’s Facebook, I noticed a lack of new postings on social media. With a GOP election depending on the Hispanic vote, I find this diminishing to the success of this campaign.
Although this campaign’s message is persuasive with a lack of delivery, winning the hearts of Hispanic voters may become nothing more than a dream. The GOP must be prepared to face a dangerous reality. The GOP seems to be forgetting that 27 million Hispanic voters exist throughout the country. Without widespread promotion, their campaign fails to reach the majority of Hispanics throughout the United States. This campaign serves to teach PR professionals a valuable lesson. You can have the best content, however, without promotion and delivery, your campaign will fall short.