Culturally Inclusive Telecom Campaigns

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, and 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, and 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. 70% of viewers found one evergreen campaign relatable, 86% said the message was clear, and 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 a 108% year-over-year increase in new line activations, site visits up 284% year-over-year, and social CTR 81% higher than alternate versions, with the Hispanic segment outperforming the General Market in premium device sales. The Hispanic Heritage Month campaign delivered 131M total impressions, a 67% year-over-year increase in impressions, and 89% of surveyed Hispanic consumers expressing increased brand consideration.

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.