Latino Business Lunes - Social Media Campaign
01 — Project details
Latino Network is a Portland nonprofit that provides wrap-around services to the Latino Community. During my time there, one of our organizational goals was to highlight the positive impact that the Latino community has both experienced because of our work AND is achieving on its own.
02 — Creative process
Our social media pages had mainly focused on resource distribution during the pandemic so most of our content at the time focused on the need in the community.
While we wanted to push positive stories, it was also true that many in the Latino community were still struggling. Many businesses had to close their doors or were gathering community support to keep operating.
With this in mind, I created the Latino Business Lunes campaign. The goals of this social media campaign were:
Connect the Oregon community to small, Latino-owned businesses in the state
Encourage the sustainability and growth of Latino businesses in the area
Shift the narrative of the Latino community in Oregon from the idea that the entire Latino community is in need -> The Latino community can thrive when opportunities and resources are accessible.
03 — Results
This ongoing campaign has and continues to achieve remarkable results.
Latino Network has established itself as a resource for Latino Businesses that need to promote their businesses - due to the popularity of the campaign, they now have a waitlist of businesses hoping to promote their business on their social media. Additionally, through this campaign, Latino Network has formed relationships with local business owners and even gained sponsorships from these businesses.
The Latino Business Lunes posts are the most engaging posts on the organization's social media. On average these posts reach 80% more of our followers than any other post. Engagement is, on average, 90% higher on these posts as well.
