Brands and organizations are constantly failing to authentically connect with the rapidly growing U.S. Latino community, despite their increasing influence and spending power. This is probably because their general marketing agency is not creating a Latino-specific strategy for them. It is crucial for brands to understand this, but we needed to prove it through authenticity. We couldn’t just tell them—we had to let Latinos speak for themselves.
The campaign objective was to position our agency as a thought leader in crafting authentic, impactful campaigns for the Latino community. Our target were potential clients, and our goal was to educate them on where their current strategies were falling short while showcasing our ability to produce high quality content and our creative expertise in authentically representing Latinos.
Our insight was that current advertising strategies fail to connect with the U.S. Latino community because they often rely on general market approaches that overlook this audience’s rich diversity. We know this firsthand—as a multicultural marketing agency conformed primarily by Hispanic people, we are part of this audience and we don’t see ourselves authentically reflected in most advertising. To bridge this gap, we focused on the truth that identity matters—and that genuine connections require brands to reflect the lived experiences and perspectives of Latinos.
Our strategy emphasized authenticity by featuring real Latinos sharing their real experiences. Thoughtful casting ensured representation of the community’s diversity—we carefully selected Latinos that broke away from stereotypical portrayals, including neurodivergent people, to non-binary individuals, and both white and mixed-race Latinos. In these interviews, we explored topics such as healthcare, education, and social issues, to showcase the breadth of Latino experiences, and tailored questions for each participant uncovered meaningful, personal insights. Our strategy also included an empowering visual treatment with a dignified aesthetic to elevate participants’ stories, portraying them as powerful individuals whose voices deserve to be heard.
Our biggest challenge was making sure that participants were completely honest and authentic about their experiences, perspectives and opinions. These topics can be tough to discuss, as it requires vulnerability and reliving emotional wounds, so we had to ensure that our interviewees felt comfortable and safe to open up and speak their truth. To achieve this, we created a trusting and welcoming environment by chatting with participants off-camera, playing bachata and sharing cafecitos before filming. This approach, along with a production team predominately conformed by other Latinos, helped participants feel more relaxed and comfortable talking to us.
Our execution consisted of a paid media campaign on Instagram and LinkedIn using two 30-second teaser ads. These ads directed viewers to the Identity Matters landing page, which served as the campaign’s hub, hosting an extended video that delved deeper into the challenges and solutions Latinos face in advertising. It also included copy to educate visitors about the importance of authenticity when connecting with this audience. Additionally, we created two-minute vertical-specific videos focusing on education and healthcare to showcase actionable solutions tailored for these sectors. The paid campaign ran for three months.
The tone of the campaign was respectful, empowering, and celebratory. It was crafted to honor the Latino community’s experiences while inviting brands to reflect on their own approaches to representation. By avoiding stereotypes and presenting participants as dignified and relatable individuals, the tone reinforced our commitment to authenticity, making the work resonate deeply with both the audience and potential clients.
The campaign exceeded expectations, achieving 403,840 impressions, a 19% video engagement rate, and a 54% completion rate. The click-through rate (0.08%) remained steady (going against the tendency of declining as time passes), generating +2,000 visits to the landing page.
Our social media data shows the brand growth during the three-month campaign: a 1,033% net follower increase on Instagram and a 3.8% rise in followers on LinkedIn compared to the prior three months.
By combining authentic storytelling with a thoughtful strategy, we not only raised awareness but also positioned ourselves as leaders in creating culturally resonant campaigns. This success reflects the genuine connection we established with our audience and our dedication to empowering the Latino community.