Objectives

On November 20, 2014, President Obama announced his Executive Action on immigration. This was the biggest immigration measure since 1986 and thus was news that uniquely affected and was of key interest to Univision's audience. In the days and weeks surrounding the announcement, Univision Noticias led a multiplatform effort to disseminate news and useful information to the Hispanic community.

Univision primarily worked with the hashtag #AcciónEjecutiva and #AccionEjecutiva from our accounts and also opened two new accounts on Facebook and Twitter dedicated exclusively to publish and curate content related to the Executive Action. In two weeks, these accounts grew to an audience of 35,000 in Facebook and more than 4,000 in Twitter.

Univision also partnered with community organizations to gather and curate relevant content to our audience. We used all of our platforms and all types of content to distribute accurate and timely information. From Facebook chats to having dedicated staff exclusively available to answer questions on social media about the topic, including generating exclusive content for social media and taking the social conversation on air, Univision used all the tools in its arsenal.

Strategy and Execution

Univision is the leading media company serving Hispanic America, and there are key cultural and historic moments when our mission is felt more acutely than others—President Obama's announcement was one of them. In the days leading up to the announcements, Univision created new accounts on Facebook and Twitter dedicated exclusively to this topic.

We picked these platforms because they have most reach with our audience. We published updated information from Univision and other sources (community organizations, government and other media), answered questions and directed our audience to the appropriate governments agencies through these accounts. For two months we had staff exclusively dedicated to answer questions/comments sent to these accounts. Via these two channels we activated a widespread social media effort that included:

• Seamless integration with linear TV via live coverage of on-air events and a Facebook chat with Jorge Cancino, our lead immigration reporter.
  • The chat alone got more than 4,400 likes and 763 comments/questions.
  • Content exclusively for social, including an easy-to-use graphic that summarized the 5 keys points of the Executive Action and an interactive, step-by-step guide where the audience could determine their eligibility for the Executive Action.
  • Drove traffic to additional resources. We compiled a list of organizations providing help for those that qualified.
  • Real-time coverage of President Obama's announcement using sharing links to the live stream, video of key points of POTUS's speech, video of the Republican reaction, and a live chat with immigration lawyer Ezequiel Hernandez immediately after Obama's announcement.
  • The chat with the immigration lawyer generated 8,400 likes, 364 shares and more than 3,000 comments.
  • Integration with other Univision events, including the Latin Grammy Awards by creating and sharing a series of videos with reactions from artists at the event.
  • In our effort to reach our audience in all platforms, we hosted a Google+ Chat with representatives from the White House, our immigration lawyer and young DREAMERS. It was hosted by one of our newscast anchors, Enrique Acevedo.