The Nativa team was assigned with the task of creating a Spanish language Facebook (Facebook en español) and Twitter page for the Hispanic audience for the government entity Centers for Disease Control and Prevention (CDC). The goal of the CDC in this project was to increase online reach among Hispanics, foster engagement with this group, and to be known as a provider of credible, science-based health to all Hispanics in the US.
We researched internally and worked closely with the CDC social media team to develop direct and clear messages in Spanish based on three pillars; health promotion, prevention, and safety. Our long term strategy included the development of a 12 month calendar of content for all Hispanic social media pages. This content calendar was largely supported by an extensive Hispanic online listening analysis for different health topics that allowed us to find which content was most relevant and commonly discussed among Hispanics. Based on our findings we were able to strategize numerous ongoing promotions that brought a level of excitement to the pages such as the popular “Health Super Stars” campaign.
Based on the Nativa’s strategy and ongoing research and implementation of new trends, the CDC saw an unprecedented growth of Hispanic engagement, likes and followers on their pages. The CDC was able to gain over 9,000 Twitter followers and 6,000 Facebook fans within 6 months from campaign launch and to this day is known as the only Spanish language government Facebook page with over 40,000 fans.
Nativa is a multicultural communications agency that focuses on the Hispanic market through digital communications, online advertising and culturally relevant content creation. Nativa also provides traditional marketing services through strategic partnerships with specialized agencies.