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#CompraLatino

#supportlatinobiz

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Challenge

It is evident that the pandemic has disproportionately impacted minority-owned businesses.There was never a more pressing time than now to intentionally search and support minority business owners, and Google was committed to leveraging its resources, technologies and tools to do so.

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Approach

So, during the biggest week in Latin music, Google activated the voice of some of the most influential celebrities in Latin music to say #CompraLatino, Buy Latino. The experience was designed to raise awareness of Google’s commitment to the community with its new feature on search that identifies Latino-owned businesses.

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Results

The experience had an impactful campaign, with millions of coverage views, readership from millions, and thousands of social media shares, giving Google a lot of new partners and a fantastic celebrity journey participation.

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Culturintel™

Des-Silencia la Voz de tu País

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Kellogg´s

K Way of Inclusive Marketing