Mother's Day is personal. For Latino families it's also cultural, and Verizon wanted to show up for both. The “Un Mes de Mamá” campaign blended culture‑first partnerships, influencer activations, and paid media to connect with Latino audiences authentically.
As Campaign Lead, I drove the strategy and worked alongside a cross-functional team to bring it to life — connecting with Latino audiences through culture-first partnerships, influencer activations, and bilingual content that actually reflected how they celebrate.
Collaborations with Hija de Tu Madre's Patty Delgado, Julissa Calderon's Suenos Festival activation for Dominican Mother's Day, and telenovela star Jaime Camil brought cultural nuance to life. Strategic bilingual content, EFE editorial placements, and TuVerizon's Instagram amplification deepened credibility within Latino sub-segments.
The result: 40% of overall Mother's Day coverage and 95% share of voice among key competitors. Major placements in People en Espanol, R29 Somos, and Telemundo.
My role: Campaign Lead
Cross-functional team leadership
Creative strategy
Media Strategy (PESO)
Influencer Management
Results:
141 Earned Media Mentions
175K+ Views of Related Social Content
95% Share of Voice
40% of Overall Mother's Day Coverage
