DESPITE THE breadth of their CONTRIBUTIONS, LESS THAN 3% OF MONUMENTS HONOR LATINOS IN THE U.S.
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Introducing
Latinos
monumentales
A social campaign that gives monumental recognition to the unsung Latinos who deserve to be seen.
But instead of building traditional monuments in places with low foot traffic, we took our statues to the busiest place in the world: the internet. During Hispanic Heritage Month, we embraced the viral “fake out-of-home” social trend to create digital monuments in seemingly impossible locations, each designed to represent the values and contributions of each Latino hero.
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paula madrigal
A bridge between Latinos and classical music
Paula is the Director and Conductor of the Northwest Orchestra, where she promotes classical music and social justice through free musical experiences that foster inclusion and intercultural understanding.
Her monument featured her playing the cables of the iconic Golden Gate Bridge, becoming the crescendo of our series.
boosted
Results
73,180
616,374
11.87%
from the
community
influencer
megaphone:
CISCO VIERA
309k+
1.3m+
Cisco Viera, known for translating songs into Spanish and hosting the music-focused podcast “El Papelón,” is the perfect partner to honor Paula Madrigal, blending his passion for music with his ability to inspire and engage audiences.
Cristina amaya
Raising Latinx Representation in Gaming
As President and Co-founder of Latinx in Gaming, Director of the DreamHack American Festival, and Vice President of IGDA, Cristina Amaya works to increase Latino representation in the video game industry. She has driven scholarships and financial support for 180 individuals, benefiting 80 with educational scholarships and expanding the organization to over 10,000 members.
Her monument portrayed her passing down the keyboard to the next generation.
organic
results
3,402
81,433
4.18%
from the
community
influencer
megaphone:
MARIA LOPEZ
171k+
7m+
Maria Lopez, known as @Chica in the live-streaming world, is the perfect partner to honor Cristina Amaya, amplifying her legacy as the founder of Latinx in Gaming and a trailblazer in the industry.
nelson
AND fanny GRANDE
Bringing more Latino stories to the big screen
Nelson and Fanny Grande, founders of Avenida Productions, have dedicated over two decades to film, supporting underfunded creators and promoting diversity in the industry. Under their leadership, Avenida has raised millions of dollars and funded over 400 projects celebrating diverse voices.
Their monument, a vast sea of directors' chairs, showcases the breadth of their impact on the film industry.
organic
results
1,193
43,204
2.76%
from the
community
influencer
megaphone:
Fernanda
cortes
324k+
1.1m+
@FernandaCortes, known for her commentary on historic Latino films and championing Latinx representation, is the perfect partner to honor Nelson and Fanny Grande, celebrating their work to promote diversity in film through Avenida Productions.
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total campaign
results
Our goal was to achieve between 700K and 2.5M impressions with an engagement rate than 3%.
We successfully met this goal with 722,058 impressions and an engagement rate of 4.38%, indicating strong campaign performance.
722k+
The total impressions were remarkably high, driven by reactive engagement from various viewers. This included those who clicked on the post, paused to watch the video briefly, or saw it displayed in their feeds. Posts featuring Paula Madrigal and Cristina Amaya generated the most impressions due to their frequent appearances in users' feeds.
623k+
The key difference in counting views lies in platform-specific metrics. On Instagram, views are counted uniquely, without repeated views from the same user, which highlights the strong performance of the three creative pieces. The high view count on Instagram indicates a diverse audience saw them during and after Hispanic Heritage Month.
78k+
The creative approach of these videos sparked highly positive engagement, as demonstrated by the volume of comments, shares, and likes. The warm and welcoming comments resonated with audiences, fostering a sense of appreciation and enabling greater interaction. As people continued to comment and share their reactions, the content reached even more viewers through their connections and followers.
4.38%
We now have the overall impression and engagement metrics for this campaign, with a strong engagement rate exceeding our 2% benchmark. These results demonstrate the campaign's success and significant social media presence. Notably, Paula Madrigal’s video achieved the highest engagement rate on TikTok, while Cristina Amaya’s video performed best on Instagram due to its influencer collaboration approach.
+239
he collaboration with influencers, combined with the positive sentiment, high-quality content, and impressive creative approach, contributed to a strong presence on TikTok and Instagram. This visibility attracted new audiences, leading to a 5.03% increase in Instagram followers alone.
85%
There was positive sentiment surrounding the monuments and the creativity dedicated to celebrating Hispanics. A recurring debate about the monument’s authenticity emerged across all three posts—some viewers doubted it was real, while others were amazed by its lifelike appearance and expressed a desire to visit them.