¿Habla español? We’ll show you how our Spanish-speaking creators broke records and boosted engagement.
We conducted several campaigns targeting Spanish-speaking Hispanic and Latinx audiences. Those campaigns reached millions of people. One even made history.
BIG TAKEAWAY: The Hispanic and Spanish-speaking populations in the US are rapidly growing. Findings from the Pew Research Center show the U.S. Hispanic population reached more than 62 million in 2020. That’s an increase of 23% over the previous decade that outpaced the nation’s 7% overall population growth. People First has run campaigns in Spanish and English to break down languages barriers and reach larger audiences.
SLEEPER TAKEAWAY: The Hispanic and Latinx communities tend to be underrepresented in the media. However, our team worked hard with creators to share various important and authentic messages with those communities. From get-out-the-vote campaigns to talking to children about equality, we have seen great success across several Spanish-language campaigns. Some even broke records. In fact, our average click-through rate for Spanish content was five times higher than English content across our campaigns.
CASE IN POINT: We conducted the largest political microinfluencer campaign in American political history with the Latino Victory Fund called Vote Like a Madre. Trusted Latina moms raised their voices to deliver authentic messages about voting for candidates who promised action on climate change to protect the planet for their children. That campaign reached more than 2 million people in Florida and Arizona.
People First also worked with NASCAR to drive support for the races among the Hispanic and Latinx communities in Los Angeles. We reached more than 6 million people through that campaign.
In partnership with Sesame Workshop, we asked Hispanic and Latinx parents to share how they talk about identity with their children to build a more inclusive world.
Let’s dive into these campaigns to see how audiences responded:
During the Vote Like a Madre campaign, mothers pinky promised they would protect the environment and vote for a pro-climate candidate in 2020. This was the largest micro-influencer program of any social movement campaign to date, using 500 local influencers.
Here are some of those examples in Spanish:
Lieska from Miami encourages her followers to take action as she makes a pinky promise to Renata for a better world and cleaner planet.
Jennipher from Florida also shared with her Spanish-speaking followers why she will vote for candidates with bold climate plans. She says climate change is one of the things that worries her most about her daughter Camila’s future.
Our organic engagement in Arizona was the highest at 5.8%, more than three times the industry average.
Not only that, influencer posts reached at least 47 million people, and our ads gained 350 million impressions with help from celebs like J. Lo and Zoe Saldaña. In addition, People First garnered 63 million impressions of our news articles about Vote Like a Madre, climate, and the Hispanic community.
We also saw the Hispanic and Latinx creators get their audiences going while promoting NASCAR in Los Angeles.
Here’s what we found: Though Hispanic audiences report many reasons for following NASCAR, social connectedness is among the most frequently cited. Creators said they are most proud of their heritage and desire to feel like they belong.
Creators welcomed NASCAR to LA, describing the excitement of racing in the capital of experiential entertainment, and they encouraged followers to buy tickets.
Our content performed six times better than typical influencer posts.
In partnership with Sesame Street’s Sesame Workshop, Spanish-speaking mothers shared vulnerable stories about how they talk about race, ethnicity, and heritage with their children.
Jocelyn Hernandez says conversations about race and ethnicity come up often in her household.
Another mother also joined in on the conversation:
THE BOTTOM LINE: People First’s bilingual, Spanish-language campaigns excited audiences and picked up steam across platforms. We tapped into a diverse community of Spanish speakers who shared an array of thought-provoking and fun content with their audiences. Engaging audiences authentically leads to great results. As a result, People First saw an uptick in engagement with our Spanish content.