#CompraLatino
#supportlatinobiz
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.
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.
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.
