In continued efforts that have become a yearly tradition, Xfinity built a campaign around Hispanic Heritage Month to recognize the accomplishments and achievements of the Latino community by sending a message of hope and empowerment.
U.S. Hispanics play a crucial role in shaping the cultural and societal landscape of the United States. They embody a unique blend of identities—yet often feel underappreciated and underrepresented. Xfinity has long recognized the importance of authentically engaging with this community, celebrating their contributions, and fostering a sense of belonging and brand loyalty.
Hispanic individuals have been pillars of leadership and influence, making Hispanic Heritage Month an important time to acknowledge their vital contributions and lasting legacies. Astonishingly, we uncovered that only 8% of monuments across the nation honor Latino figures, despite the rich tapestry of achievements they have woven into the fabric of our society. In light of this, we unveiled "Latinos Monumentales" to monumentalize these Latino heroes of today, who harness the power of connectivity to uplift and empower their communities. The campaign embraces the Virtual Out-of-Home advertising trend to create monuments dedicated to Latino trailblazers who, through innovation and creativity, are making waves in the Hispanic community. Our selected heroes exemplify what it means to be monumental today. Whether it's through technology, film, or music, the possibilities are limitless when passion meets an internet connection.
By forging a future where contributions are recognized and celebrated with monuments that reflect the diversity and dynamism of our society, we ensure that the stories of Latino heroes are not just told but also celebrated, amplified, and preserved in the digital realm for generations to come.
Our goal was to achieve more than 700K impressions with an engagement rate greater than 3%. We successfully met this goal with 722,058 impressions and an engagement rate of 4.38%, indicating strong campaign performance.
We are a collective of smart, creative, culturally attuned trailblazers with unique cultural and consumer sensibilities that enable us to help brands stay in-step & grow with today's "new" consumer in ways no other marketing group can.