Silicon Valley Clean Energy (SVCE) sought to increase awareness and participation in its home-electrification rebate programs among Hispanic residents in Santa Clara County, an audience that can be difficult to reach through conventional energy-sector communications.
The campaign needed to make unfamiliar technologies and complex rebate programs feel clear, credible, and relevant. It also needed to address practical barriers such as cost concerns, complicated applications, technical language, and uncertainty about contractors.
Nativa’s mission was to transform SVCE’s program information into approachable, culturally resonant communications centered on the priorities that matter most to Hispanic households: family well-being, a comfortable and healthy home, meaningful savings, and trust.
Nativa began with an organizational and market landscape review to better understand SVCE’s programs, the local Hispanic audience, relevant cultural drivers, and the barriers preventing residents from taking action.
These insights informed a comprehensive 21-page messaging toolkit designed to guide SVCE’s Spanish-language communications beyond the initial campaign. The toolkit established a target audience persona, culturally relevant messaging pillars, and a “warm expert” voice: knowledgeable and authoritative while still sounding like a trusted neighbor.
Rather than translating English-language materials word for word, Nativa developed messaging around the cultural importance of el hogar, the home as the center of family life. Program benefits were reframed through tangible outcomes such as lower household costs, improved indoor air quality, greater comfort, and a healthier future for the family.
Nativa then carried the strategy across the customer journey, providing:
The bilingual video library and adaptable creative assets gave SVCE reusable content for future paid, social, web, presentation, and community-outreach efforts, extending the campaign’s value beyond its original media flight.
Across the three-month 2025 campaign period, Nativa’s Meta, Performance Max, and YouTube campaigns generated:
Spanish-language creative played a major role in extending SVCE’s reach. On Meta alone, the Spanish traffic campaign produced more than 1.15 million impressions, nearly 16,000 link clicks, and 9,570 landing-page views. It generated more impressions, clicks, and landing-page visits than the corresponding English Meta campaign.
Spanish Performance Max advertising added more than 943,000 impressions, 346,000 interactions, and 10,400 link clicks. Spanish YouTube creative generated nearly 43,000 engagements at approximately $0.07 per engagement, demonstrating the value of culturally relevant video for efficient awareness and audience engagement.
Beyond the immediate media performance, Nativa created a long-term communications foundation for SVCE. The organization now has a research-backed Spanish-language messaging framework, reusable bilingual videos, adaptable digital advertising creative, email content, and landing-page messaging that can support outreach to Hispanic households throughout Santa Clara County this year and beyond.
Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content
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