Cultural Marketing Moments

Showcasing a virtual event campaign for the Latin@ employee resource group during Latinx & Hispanic Heritage Month at Meta.

Project Duration
10 days
Deliverables
Social Media Assets

About

The campaign involved promoting an event across three channels (not specified) with custom content for each platform. To raise awareness of the event, they posted about it on Instagram and encouraged speakers to promote it on their own accounts.

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Metrics

  • Total Reach = 333K
  • Total Video Views = 32K
  • Total Applications = 400
  • Engagement Rate (during live) = 10.5%, 2%> than average lives across global lives

Wins

  • We saw one of the highest engagement rates across global lives at 10.5%, our goal was 3%
  • Created and leveraged bespoke story frames for additional pre promotion across our FB & IG stories.

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Learnings

From the ads creative testing, we learned that we need to try different types of ads, such as animations versus static, to see what works best. It's also important to keep working closely with the DEI team to make sure the ads align with their goals.