Pa’ Mi Gente: Latinx & Hispanic Heritage Month

Pa’ Mi Gente (For My People) is an evergreen Latinx community program across Facebook and Instagram that celebrates those who push the community forward.

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, IRL activations and product integrations—that explored the community’s unique cultural roots and how they preserve and shape their values, interests and expressions.

Project goals:

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

  • Inspire production of community engagement both digitally and IRL via content production such as reels and event attendance.

Creators + Influencers included:

Xiye Bastida, Flora Pacha, Muxxxe, Brujas of Brooklyn, Cande y Paulo , Sofia Campos ,Tiare , Eliane Gallero , Kunno Recap, Sabrina Perez , Cristy Quinones, Lola Langusta, Genbthegem Kevlexd, Iamferv, Puerto Rican Community of California Facebook Group, LGBTQ People of Color Facebook Group, Natural Witchcraft Facebook Group Kandy Muse, Krystal Vega, Launch Latinx Facebook Group, and Lipstick Fables

Results:

Pa’ Mi Gente LHHM achieved:

Pa Mi Gente: Instagram Creator Dinner

  • 20 seated IG creators 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

Miami Billboard Latin Music Reels Event

  • Over 50 artists joined us, with +35 posted reels and portraits, sharing what “Pa’ Mi Gente” means to them, including:

  • Reaching +95 M followers

  • +6M views from reels

Latin Grammys

  • Partnered with the Best New Artists nominees and Creators from Dale Tú, reaching + 28.2M people through a content mix of Reels & Stories.

  • Partnered with Latinx creator, Eliane Gallero, to co-create engaging event coverage and artists interviews during the Red Carpet.

  • 75+ Creators and Artists shared highlights of our activations via Stories

Pa’ Mi Gente Event NY