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.
Grounded in the insight that 18-29 year old’s see Latinx and Hispanic Heritage Month as an opportunity to reflect on how their roots shape so much of who they are today, we developed a 7-week campaign that spanned across editorial content, comms moments, partnerships with creators, in-real-life activations and product integrations—that explored the unique cultural roots and how young adults preserve and shape their values, interests and expressions.
Idea:
Pa’ Mi Gente: celebrating stories of Latinx and Hispanic IG & Facebook community members who are reclaiming ancient traditions, in order to create a more inclusive and sustainable future.
We created a social campaign across Facebook and Instagram featuring creators and influencers from both platforms who represented the many subcultures within the Latinx and Hispanic community.
From Otomi community member and climate justice activist Xiye Bastida, to queer Peruvian herbalist and seed-keeper La Loba Loca, the Brujas of Brooklyn to the Dominican-American drag queen star Kandy Muse,
we used 20+ talent across our content, and hosted 4 in-real-life events that spanned from the beginning of Latinx and Hispanic Heritage Month through to the Latin Grammys.
Pa’ Mi Gente LHHM achieved:
240,000,000+ impressions
114,000+ likes, comments and reactions
300+ assets (Stories + Reels)
Reached +130M people (all participants followers)
Notable press: Fault Magazine, Seventeen, Into, Remezcla and more.
