The Challenge: Amplifying PepsiCo's "Juntos Crecemos" platform to demonstrate a tangible commitment to Hispanic-owned small businesses, ensuring a corporate relief initiative resonated authentically within local Latino communities after the pandemic.
The Strategy: Collaborated with the PepsiCo West Division and agency partner Golin to shape the strategic framework for a high-visibility, emotionally resonant community activation. The approach focused on transforming corporate philanthropy into a compelling, human-interest narrative that centered the community's experience, highlighted the resilience of bicultural entrepreneurs, and leveraged an aligned NFL talent partnership.
The Execution: Contributed to the media deployment strategy and directed on-site communications and press relations for the live activation in Inglewood. Coordinated top-tier press attendance, managed key messaging on-the-ground, and facilitated seamless bilingual interviews during a high-profile surprise check presentation by Los Angeles Chargers player Michael Davis.
The Results: Drastically outperformed original campaign KPIs of 1–2 million impressions and 3–4 local placements. The targeted campaign generated 80 million earned media impressions, 27 media placements, and achieved 100% neutral-to-positive sentiment. A perfect 100% key message pull-through rate was secured across an elite roster of general market and Hispanic outlets, including Los Angeles Times, La Opinión, ABC 7, Univision 34, CBS 2 / KCAL 9, Telemundo 52, and ESPN Deportes. On-site attendance included 10 prominent media outlets and influencers.
