Latino digital culture has its own language. Instead of defaulting to traditional Hispanic Heritage Month celebrations, this Verizon campaign leaned into the intersection of technology and cultural nuance, and celebrated it.
As Campaign Lead, I drove the strategy and worked alongside a cross-functional team to launch the first-ever interactive platform honoring Textspañol, the unique Spanish text speak used across Latino communities.
Users submitted phrases via toll-free text, showcased on Textspañol.com alongside custom artwork by Mexican artist Humberto Cruz. Strategic OOH in NYC and downloadable GIFs on GIPHY amplified reach beyond the platform.
The campaign transformed an everyday cultural habit into a moment of genuine celebration.
My Role: Campaign Lead
Cross-functional team leadership
Creative strategy
Media Strategy (PESO)
Influencer Management
Results:
90K Visits to Textspañol.com
333 Total Phrase Submissions
86% Share of Voice, +33% Year over Year
15 Major Placements including NBC, CBS, and Telemundo
