Pa' Mi Gente is an Intagram campaign that celebrates and elevates the diversity of Latin culture through editorial content, creator partnerships, music partnerships, bespoke product integrations, comms moments, and four activations, including the Latin Billboard and Latin Grammys.

To launch the program, we spotlighted the Escaramuzas — women who perform intricate horseback routines riding side-saddle, carrying forward a tradition more than a century old. They were the perfect opening act: bold, proud, and the living bridge between a rich cultural legacy and a thriving future.

We partnered with 20+ creators who represented a wide breadth of Latinx and Hispanic subcultures — from Otomi climate justice activist Xiye Bastida, to queer Peruvian herbalist and seed-keeper La Loba Loca, the Brujas of Brooklyn, to Dominican-American drag icon Kandy Muse, and 15+ musicians like Chayanne, Cande y Paulo, Sofia Campos, Tiare, Camillo, and Ludmilla.

No monolith. No single story. Just a community as layered, dynamic, and alive as the culture itself.

RESULTS

240,000,000+ impressions

114,000+ likes, comments and reactions

300+ assets (Stories + Reels)

Reached +130M people

First NFT Brand Integration at Meta

AWARDS

Shorty Awards, Bronze

Webby Awards, Best social series and campaigns (My People, My Power)

PRESS

“Pa' Mi Gente” - FAULT Magazine

Seventeen Magazine, social content

Remezcla, social content