The name of the campaign is #SinTraducción, meaning “untranslatable.” By now you may have already seen glimpses of Target’s new multifaceted strategy to reach their new core customer base: Latino millennials.

There’s some clever marketing behind the hashtag.

According to Target spokesperson Liz Varela, the campaign employs carefully selected Spanish words like “arrullo,” “sobremesa,” and “estrenar.”

“Arrullo” is often translated as lullaby. But Varela told Marketplace.org that they also chose to use it because “...it’s also used to describe the entire setting and ambience of putting your baby to sleep,” thus appealling to the complexities of the language that only Spanish speakers would catch.

Similarly, English has no word for “estrenar” — a verb meaning to put something on or wear something for the first time.

Varela and other Latino marketers know their base. They say that many young Latinos who prefer English often think of Spanish as “the language of their heart.”

The campaign employs some other cultural cues as well: family gatherings, Spanish songs, and feel-good moments.

“You have a very large company here that is not only telling Hispanics, ‘Hey, we’ve got great stuff for you to do,’ but it’s telling them, ‘It’s great to be Hispanic,’” a marketing researcher said.