Culturally Inclusive Telecom Campaigns

Creating culturally inclusive campaigns with crossover appeal.

For a national telecom brand, Yeliza contributed to campaign work that challenged assumptions, elevated Hispanic audiences, and created culturally resonant messaging with broader market impact.

Client: National Telecom Brand
Industry: Telecommunications
Focus: Hispanic Market, General Market, Broadcast, Digital, Influencer, Social Engagement
Note: Client name and logo withheld due to usage restrictions.

The challenge

The brand needed campaign work that could resonate authentically with Hispanic audiences while maintaining broader relevance.

Across multiple campaign moments, the work needed to address:

Customer concerns around fairness and pricing.
Premium device sales assumptions in the Hispanic market.
Hispanic Heritage Month engagement beyond surface-level messaging.
Cultural representation that felt specific, respectful, and commercially effective.

One of the most important strategic challenges was internal: challenging assumptions about Hispanic consumers, including the idea that premium device messaging would not resonate with this audience.

The work needed to prove otherwise.

What Yeliza contributed to

In collaboration with the client’s existing agency team, Yeliza contributed to culturally inclusive campaign strategy and execution across multiple initiatives.

The work included:

Bilingual campaign strategy in English and Spanish.
Culturally rich storytelling.
Broadcast and digital campaign assets.
Multiple video cutdowns for TV and digital.
Influencer partnerships.
Employee spotlight content.
Localized paid social content.
Premium device messaging for Hispanic consumers.
Campaign work designed for both cultural specificity and broader market appeal.

Results and impact

The work delivered strong audience response and business impact across multiple campaign initiatives.

Results from the case study deck included:

70% of viewers found one evergreen campaign relatable.
86% said the message was clear.
69% agreed the campaign communicated the brand’s fairness promise.
One campaign asset was extended into general market media due to crossover appeal.
Premium device campaign results included 108% year-over-year increase in new line activations.
Site visits increased 284% year-over-year.
Social CTR was 81% higher than alternate versions.
The Hispanic segment outperformed the General Market in premium device sales.
Hispanic Heritage Month campaign results included 131M total impressions and 67% year-over-year increase in impressions.
89% of surveyed Hispanic consumers expressed increased brand consideration.

These results come from the case studies covering culturally inclusive, premium device, and Hispanic Heritage Month campaigns that were commissioned by the client.

Strategic takeaway

Cultural strategy is not a translation exercise.

The strongest work came from understanding the audience as multidimensional: values-driven, aspirational, connected to family and community, and fully capable of driving premium purchase behavior.

The campaign work did not flatten Hispanic audiences into stereotypes or assumptions.

It treated cultural nuance as strategic intelligence.

That is why it worked.

Related services

Brand Messaging & Positioning
Marketing Strategy
Website & Content Strategy
Strategic Execution Support

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