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Special Project

Special Project
From the 15th Annual Shorty Awards

Facebook & Instagram: Pa Mi Gente Events

Entered in Event & Experiential


Get Latinx Gen Z and YAs to see Facebook and Instagram as a place that pushes Latinx culture forward and builds and champions the power of Latinx communities.

Strategy and Execution

Pa’ Mi Gente is an evergreen Latinx community program born from the insight that there’s a generational shift happening, where unlike generations before them 18-29 year-olds are pushing back on expectations to “fit in” as Americans or feel that they have to abandon or downplay their Latin identity.


Supported with a year-long social campaign, we brought Pa’ Mi Gente to life with four events across Facebook and Instagram, engaging community members, creators, and public figures: we held an IG Creator Dinner in LA, Billboard Latin Music Week Reels Event in Miami, a Pa’ Mi Gente event in NYC, and a Creator & Music Artists event at the Latin Grammys. 


Through our activations we celebrated and explored the sub-sections of the Latinx community — their unique cultural roots and how Latinx and Hispanic young adults preserve and shape their values, interests and expressions. 



In total, our four bespoke events: generated over 300 assets (stories, Reels) and reached 130+ million people (all participants followers), and received notable press coverage.


IG Creator Dinner Highlights

20 seated dinner guests

100+ individual Instagram stories, Instagram grid posts and IG Reels shared

1.6 million total followers across guests

3000% growth in the #PaMiGente hashtag use pre & post event


Billboard Latin Music Reels Day

Over 50 artists joined us and over 35 have posted Reels and portraits, reaching +95 M followers - and counting, garnering over +6M views from Reels. 


Pa’ Mi Gente Tentpole Party

250+ people in attendance, exceeding our 200p goal

12 press in attendance and onsite interviews with creators. Top coverage included creator features in Fault Magazine, Seventeen Magazine, Into, Remezcla and more.

100+ pieces of content shared (stories/reels) at the event


Latin Grammys

Partnered with Best New Artists nominees and Creators from Dale Tú and beyond in the Music/Entertainment industry, reaching over 28+M people through content mix of Reels & Stories.

Partnered with Latinx creator, Eliane Gallero (65+K), to co-create engaging event coverage and artists interviews during the Red Carpet.

Creators and Artists shared highlights of our activations via Stories (80+ assets)


Entrant Company / Organization Name

Meta, Facebook


Entry Credits