When we created this campaign for the Latino Communications Community Development Corporation (LCCDC), COVID-19 was infecting the Hispanic community at a rapid pace; about 15% of South Carolina’s COVID-19 confirmed cases were coming from the Hispanic community (especially in Greenville and Charleston).

We were given the challenge to reach Hispanics in South Carolina with the important SC Department of Health and Environmental Control (DHEC) message that COVID-19 is something the community needs to take seriously. “La COVID-19 no es broma” transcreates to “COVID-19 is not a joke” and provides health education Hispanics may not yet have received in their own language.

Research

We identified 120,000 Hispanics in South Carolina who are Spanish dominant or bilingual.

Strategy

We used Facebook, Instagram, and Messenger to place two different messages in the Hispanic market. We also developed specific Hispanic audiences that we used to target hot spots in South Carolina. Our goal was to achieve an ad frequency of six in those areas during the six-week campaign.

Results

In the six weeks of the campaign, we reached more than 106,000 Hispanics in all of South Carolina and achieved more than 500,000 impressions. The cost per result was below $1.00, and we achieved a 3.91% estimated ad recall for the overall campaign. In the Greenville and Charleston markets, both COVID-19 hotspots, we achieved a 5.33% and 5.19% estimated ad recall, respectively.

More importantly, as of July 24, DHEC reported a decrease from 15% to 11% of Hispanics making up SC’s COVID-19 cases, representing a 27% drop.

As an agency, these kinds of campaigns are especially important to us. Not only do we get to live out our mission of elevating our culture through our work, but we also get to provide vital health information to a community sorely in need of support during the COVID-19 pandemic.