As part of Facebook and Instagram’s Culture & Community program, our goal was to transition from tentpole marketing campaigns to an always-on approach supporting the Latinx community.

Targeting young adults (18-34), our goal was for them to see Facebook and Instagram as a place where they can come together to celebrate and elevate Latinx culture and connect with others.

Pa’ Mi Gente (For My People) highlights creators, influencers and Facebook Groups who embrace and celebrate their culture, whilst redefining what it means to be Latino and Hispanic.

Focused on ‘Young Adults’ (18-34) the content shares stories and experiences happening on Facebook and Instagram that resonate with the Latinx community—while creating space for allyship and intersectionality with other underrepresented communities and a wider audience.

You have your heritage side, and you have your chosen tribe—together, they help inform who you are, and you can find community in both through Facebook and Instagram.

With a target audience of Latinx young adults (18-34), the campaign focuses on new ways to express pride in heritage—giving voice to those who keep cultural traditions alive, but also create new paths to grow through community, under the themes of: Community Advocacy, Cultural Revival, Personal Growth & Advancement, Self-Care & Mental Wellness, and Female Empowerment.

We found stories of intersectionality and handed them the mic. From transgender Latinx surfers to deaf Afro-Latinas, Latinx gamers to Gen Z Escaramuzas keeping tradition alive.

Launched in March 2022 in the US, Pa’ Mi Gente is an ‘always on’ Latinx community program across Facebook and Instagram that consists of social content on reels, stories, infeed videos, static posts, Facebook and IG Stickers and in-real-life events.

So far, we’ve told 30+ Latinx stories throughout 2022—working with 13+ Facebook Groups and 17+ creators. We also held 4 in-real-life events, a creator dinner in LA, 'Changemakers' event in NY, a Reels event at the Latin Billboard Awards in Miami and a Best New Music and Creators event at the Latin Grammys in Las Vegas.

Working with: Kandy Muse, Krystal Vega, Launch Latinx Facebook Group, Lipstick Fables, Xiye Bastida, Flora Pacha, Muxxxe, Brujas of Brooklyn, Cande y Paulo, Sofia Campos, Eliane Gallero, Kunno Recap, Sabrina Perez, Cristy Quinones, Lola Langusta, @Genbthegem, @Kevlexd, @Iamferv and the Puerto Rican Community of California.

So far, the Pa’ Mi Gente Campaign has achieved:

658M+ impressions

174,000+ likes, comments and reactions

30+ community stories

Notable press coverage