Two young men standing outdoors in a neighborhood with trees and buildings, one giving a thumbs-up and both smiling.

Latino Marketing Excellence - "Jefes del Futuro"

Strategic Challenge

Increase Cricket Wireless's market share among Hispanic/Latino customers by creating authentic connections with this growing demographic through meaningful support of small business owners and entrepreneurs, moving beyond traditional Hispanic Heritage Month marketing approaches.

TASK

Develop a culturally-relevant marketing campaign based on the key insight that Latino-owned small businesses were growing at 10x the rate of white-owned businesses, but faced significant barriers to accessing funding and mentorship opportunities.

Action

Implemented strategic campaign based on powerful market insights:

Research-Backed Approach - Built campaign around Stanford research showing Latino businesses were growing 10x faster than white-owned businesses but receiving only 20% of national bank loans over $100,000 (compared to 50% for white-owned businesses)
Bilingual Content Framework - Created dual-language approach featuring Hispanic entrepreneurs telling their authentic stories of resilience
$5,000 Business Grant Program - Developed TikTok contest awarding financial support and mentorship to "Jefes del Futuro" (Bosses of the Future)
Corporate Mentorship Initiative - Paired winning entrepreneurs with Cricket executives for guidance and business development
Cross-Platform Storytelling - Implemented integrated campaign celebrating Latino entrepreneurial spirit across multiple touchpoints

Results

Successfully positioned Cricket Wireless as a genuine ally to Latino entrepreneurs by addressing a critical business need—access to capital and mentorship—rather than simply creating superficial Hispanic Heritage Month content. This approach drove meaningful engagement with Hispanic audiences while creating authentic brand connections that extended beyond the campaign period.
- Generated 2.97M impressions
- Achieved 24K meaningful engagements
- Drove 972.5K video views across platforms
- Maintained 2% average engagement rate (significantly above industry benchmarks)
- Campaign winners received media coverage from business publications and gained recognition within entrepreneurial networks like Entreprenista