Univisions #SEHABLAUSA
Creative + Multi-Platform Advertising Campaign
and Instagram Community
Role: Copywriter + creative strategist
The Objective:
As the first American media company to start a Spanish-language TV network, Univision was the first to act upon a sense of growing anti-Hispanic rhetoric. We were tasked with creating a social approach that helped bring awareness to Univision’s #SeHablaUSA campaign and highlight the countless contributions Latinos have made to the American culture.
The Strategy
America was built by immigrants and it’s hard to imagine a life here without the mix of cultures we’re lucky to be influenced by.
Latinos have shared parts of their culture most people likely take for granted. What would life be like without tacos, burritos, quesadillas and, the thing they all have in common, tortillas? The sounds of latin music artists sample. Life without the inspiration from artists like Botero and Frida Kahlo? Not a world I want to live in.
Through various social executions, we illustrated the importance of diversity in our country.
We expanded on the #SeHablaUSA platform by developing a campaign that inspired meaningful conversations around Hispanic culture and what it brings to the USA, and how’s integrated into the American identity.
We did this by asking the question: “Could you ‘imagine life without’ Hispanic flavor?”
The answer? I think you know.
The Results:
The Socialfly Creative team developed over 30 pieces of content for distribution across Facebook, Instagram, Snapchat, and Twitter. Each execution offering an opportunity for engagement, and an incentive to spark positive conversation.
Our content ran on Brand Awareness, Video Views, and Engagement campaigns.
On Facebook & Instagram, we generated 7.7 million impressions, and 1.1 million engagements. With the brand awareness and video views campaigns alone, we garnered over 250,000 of those engagements, which was added value for the campaign based on their intended objectives.
Our creative accomplished an engagement rate of 35.02% - six times better than the 2017 Univision produced campaign. Our burrito post was so memorable, Facebook reported an estimate of a 9,140 ad recall lift.