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 approached each Pa’lante! post as a microcosm of the Latino diaspora. We posted 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 prioritized capturing specificity to build strong bonds between Latino viewers and the HBO Max brand. When we interviewed Isabela Merced, we asked about her experience as a Peruvian-American raised in Ohio, not as a catchall “Latina.”

At Pa’lante!, each post dove deep into a highly individualized experience from within the Latino community. In my 3 years at P!, this culminated in a feed that served as a mosaic of Latino narratives, breaking through the myth that Latinos are a monolith.