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 there’s a generational shift happening, where unlike generations before them Latin 18-29 year old’s are pushing back on expectations to “fit in” as Americans or have to abandon or downplay their Latin identity—we created a social campaign and hosted 4 events with IG+FB creators and Facebook group members.

The work celebrates those who embrace their heritage whilst also redefining what it means to be Latin or Hispanic.

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

Overall Results:

Pa’ Mi Gente Campaign has achieved:

• 658M+ impressions

• 174,000+ likes, comments and reactions

• 300+ assets (Stories + Reels)

• Reached +130M people (all participants followers)

• Notable press coverage