Driving Latinx Voter Registration

Social Media Campaign

Fewer than half of the 29 million Latinxs eligible to vote in the last federal election made it to the polls. Millions are not even registered. UnidosUS advocates as a nonpartisan voice for Latinxs, serving communities nationwide to build a stronger America. To achieve this vision, it sought to reach Hispanic communities to drive voter registration, with a focus on Latinas in key states, including California, Texas, Florida, Arizona, and Pennsylvania.

Our team developed a sophisticated digital media campaign and creative that resulted in thousands of new registered Latinx voters. The crown jewel was a vibrant campaign video that, when launched, garnered a 35.9% click-through-rate, well above the industry average of 15%.

Connecting with Millennial Latinxs

My team worked in tandem with our design team to bring to life a strategic campaign that utilized creative with the look and feel of well-known Latinx artists like Frida Kahlo, adopting imagery that would honor Latinx art and culture. We were able to reach over 120 thousand millennial women using a powerful collage aesthetic and bright color palette that resonated with our newly registered voters. Copy was urgent and passionate yet incisive enough to translate to Spanish while preserving its message.