The Challenge

How can HBO Max drive subscriptions from US-based Latinos through its Pa’lante! Instagram and TikTok accounts, while factoring in obstacles like on-screen representation and the wide range of perspectives in the US Latino community?

The Strategy

I approach each Pa’lante! post as a microcosm of the Latino diaspora. We post scenes and bespoke assets from high-priority titles, integrating them into current cultural conversations with relevant on-screen copy and captions. At junkets and events, we prioritize capturing specificity to build strong bonds between Latino viewers and the HBO Max brand. When we interview Isabela Merced, we ask about her experience as a Peruvian-American raised in Ohio, not as a catchall “Latina.”

At Pa’lante!, each post dives deep into a highly individualized experience from within the Latino community. In my 2+ years at P!, this has culminated in a feed that serves as a mosaic of Latino narratives, breaking through the myth that Latinos are a monolith.