Hispanic Heritage Month 2021
In this campaign, we celebrated the stars of today, while looking forward towards the future of Latin music. Leveraging the influential Satélites Radio—the vanguard of contemporary Latin music of the Americas—we honored and elevated the new Latin music diaspora.
Medium: Product, Email/ Push, In-Platform Audio Ads, Paid/DR, Organic Social, Partner Marketing, OOH, PR, Influencers. We also hosted two interviews at the Congressional Hispanic Caucus Institute.
Brand: Pandora Media
Role: Copywriter/ Creative Lead
Performance:
Satélites Radio: 62K+ Total Listeners
CRM + Email: Together reached 4.8+ Million
Paid Social: 786K+ Impressions
Organic Social: 282L+ Impressions; 46K+ Video Views
Paid Brand: 4.8+ Million Impressions across Facebook, Twitter, Snapchat and Tik Tok
House Ads: 20K+ Impressions
Hispanic Heritage Month 2020
Latinx Heritage Month is the time to recognize and celebrate Latin culture, and at Pandora, we did it with music! We launched Soy Latino, a new station featuring the most iconic artists and best music across four Latin genres. We wanted to celebrate the unapologetic Latin culture while re-affirming identity and cultural pride.
From Regional Mexican, Tropical, and Reggaeton, to all the Latin hits in between, Soy Latino highlights the richness of the Latin culture through four Modes across different genres.
Medium: PR, CRM Email and Push, In-Platform Audio Ads, Organic Social, Paid Brand Social, Partner Marketing.
Brand: Pandora Media
Role: Creative Lead/Copywriter
Performance Summary:
Marketing served 13.3M impressions across channels and generated 155.6K unique listeners.
The station received 141K listening hours with 56 min average TSL.
Listenership was strong with 186,553 unique listeners over the 4 weeks, which made it a top 5 Latin curated station.
21K engaged with the different Modes.
El Pulso Anniversary
When our most popular Latin station turned two, we celebrated it with all-new custom Modes to listen to Latin music like never before.
We asked some of the top artists on the station where they were when the station launched, and about the impact that El Pulso has had on their careers.
Medium: Email, In-Platform Audio Ads, and Social
Brand: Pandora Media
Artists: Sech, Natti Natasha, Rauw Alejandro, Rosalía.
Role: Creative Lead/ Copywriter
Del Corazón Station Launch
For the launch of Del Corazón, a new station that features female Latin artists, we wanted to talk about the need to put women in the spotlight.
We asked some of the most talented Latinas in contemporary music about the representation of female artists within the Latin genre, and created a video sizzle to promote the launch of the station.
We also placed an ad on Billboard Magazine promoting Del Corazón and our most popular Latin station El Pulso.
Medium: Organic Social, Programmatic, and Print
Brand: Pandora Media
Role: Creative Lead/ Copywriter
