CHALLENGE:

California and the entire Western United States are facing a significant drought in the wake of one the driest periods ever on record.

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THE INSIGHT:

Latinos in CA have not been engaged on this issue and can make a tremendous difference as water issues touch them in multiple ways.  When California experiences a drought, the Latino community is more likely to experience loss of jobs and health issues than other communities. When crops can’t be watered, they can’t be harvested causing both job loss and food scarcity. Second, much of the state’s rural communities do not have reliable access to clean water and rely on wells that are susceptible to dry conditions.Lastly, when the land dries out more particulate matter circulates in the air, which can lead to respiratory problems.

SOLUTION:

We need to rally this audience that can be a true advocate for water conservation.  In fact, the Latino community has a long history of environmental action, oftentimes born of necessity. And in California, where almost 40% of the population is Latino, the average carbon footprint is nearly 50% less than the average American’s. Through a combination of influencer and earned media partnerships, along with reminder/tip information through more traditional and social media channels, we can inspire the Latino audience in CA to take action on water conservation.    

MEDIA APPROACH:

Our media strategy would involve leveraging influencer and earned media partnerships to help inspire the Hispanic audience in CA to take action on water conservation, supported by reminder/tip information through more traditional and social media channels.      ‍

• Media Budget: $1.4M  
• Media Target:  Bilingual / Bicultural Hispanic families throughout California, reached in both English and Spanish
• Media Tactics: Hispanic TV (Telemundo and Univision affiliates across CA), video streaming overlays in key markets with Univision TV Everywhere, Hispanic radio (Univision affiliates across CA, Don Cheto Mexican regional shows across CA stations, Traffic/Weather sponsorship messaging, audio streaming ), Espacio Live (influencer Latin Grammy 2021 sponsorship), audio and video PSA message extensions, custom created video content in local TV News, local community event activations, Native contextual and behavioral targeting, Digital OOH (LA and Sacramento), Google search, Google display, Paid social (Facebook, Instagram, YouTube, Twitter), Newsletter collateral, Print ads

Media goals: To provide innovative, cost-efficient, creative techniques and methods to execute a statewide campaign targeted at the Hispanic community.

RESULTS:

• Streaming Audio: All audio streaming impressions were served and significantly over-delivered via partnering with media to consider traditional placed ads as PSAs.

• Pandora: 32% CTR (outperformed benchmark by 19%), 2,798 clicks

• Univision SL Streaming: 99.25% video completion rate (Greater than industry benchmark of 97%)
• Google Search: Spanish keywords drove 2,311 clicks with average CPC of $3.80
• Google Display: Delivered 10M Spanish language impressions and 40K clicks to website
• Paid Social: Spanish language Facebook/Instagram paid social ads drove 47M social impressions and 122k clicks to the website, Twitter drove 7M impressions and 80K clicks among Spanish speaking Californians to the website and YouTube drove 13M impressions and 19K clicks.
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• Cumulative:  CTR performance across all tactics was 0.43%  and Time on Site performance was 57 seconds (benchmark .35 seconds). Both came in above industry average.

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