Querido Futuro

The Insight‍
The Hispanic population has seen tremendous growth & racial diversification over the past decade. Demographic changes are not isolated – the Hispanic identity is evolving, becoming more nuanced, multifaceted and multicultural.

We are one of the fastest growing demographics and the largest ethnic minority in the United States. We’re a powerful community, ushering in a new era – because those before us dared to dream.

Introducing "Querido Futuro,"
A celebration of Hispanic legacy through all its phases: past, present, and future.

Our grandparents dreamed of creating a life full of better opportunities for us. Today, we work hard to achieve our current goals. The next generation will reach new heights because now they can dream even bigger.Let’s show how our greatest strides as a community are made when someone shows the way (even if it’s yourself) and when we lean into our heritage to excel as our truest selves.

So what is it?
A socially driven call to action, centering around letters to the future self from trailblazers in the Hispanic community. The letters will be a heartfelt reflection of where they come from, where they are now, and where they dream to go next. We’ll use these initial letters as an inspiration and invitation to share one’s own story on a UGC level. 

Role of the Brand
For years Xfinity has been celebrating and acknowledging the contributions of Hispanics past and present with resounding critical acclaim. As a leader brand who better than Xfinity to take the next step and pay homage to the innovators of tomorrow.

Impact
This campaign far surpassed expectations with a 18.57% average engagement rate, exceeding both the brand's general market and hispanic market benchmarks. This campaign was a historic success across the brand's @xfinitylatino channels, garnering over 10M+ impressions and 4M+ video views (with a newly launched TikTok channel), the brand's affinity grew well beyond the Hispanic community. The success was not only touted publicly, but internally, as the brand praised the ROI, with a CPV well below $1, proving the power of a smart and nimble social production.

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