Ricardo Vela
“We're working on our next initiative which I'm hoping we can partner with you again, and make another successful campaign. Our audience is seeing one phase, but behind us, there's a lot of people working and supporting the work that we do.”
About The Client
University of California Agricultural and Natural Resources (UCANR)
UCANR was geo-targeting agricultural cities and counties throughout the entire state of California to promote free vaccinations with a partnering clinic.
The Challenge
Latinos were falling behind on vaccination, and they were on the forefront of cases of people infected and people dying– in the State of California, there was a high concentration of indigenous people who were unvaccinated. The problem they needed to resolve was, how to engage and build trust with a skeptical Hispanic audience who has been severely under communicated, yet needs to receive life-saving COVID-19 information?
The Strategy
In order for the different dialects to reach the right audiences, Entravision geofenced a digital campaign serving the videos first in Spanish. Based on a user’s internet usage and consumption, we tracked what dialects they spoke and retargeted the creative to serve the ad in their native language. By knowing the Hispanic audiences within our market, Entravision was able to help UCANR cater to indigenous audiences in their native language, establish trust, and create engagement with lasting and impactful results.
The Results
The campaign won the ACE Gold Award (first place) and the overall professional skill award in the category of Diversity 6: Electronic Media and Audio for Targeted Audiences. The “¡Vacúnate Ya!” Reaching the Vulnerable campaign reached out to more than 350,000 people in targeted areas of California where Mexican migrant indigenous families live and work.
Products Used
Digital Ads
Digital Audio
Radio
TV