Meta
Pa' Mi Gente – Cultural Community Platform
Developed the cultural and creator strategy behind Pa' Mi Gente, a year-round platform designed to position Facebook and Instagram as spaces that celebrate, amplify, and connect Latinx communities through storytelling, creators, and community participation.
Challenge
Meta needed a more credible and culturally relevant way to connect with younger Latinx audiences, many of whom increasingly viewed identity, representation, and community through the lens of creators and social participation rather than traditional brand messaging.
Solution
Pa' Mi Gente was built as an ongoing cultural platform centered on creators, community storytelling, and underrepresented voices across the Latinx diaspora. The program combined editorial content, creator partnerships, product integrations, and live experiences to highlight the diverse identities and subcultures shaping modern Latinx culture online.
Approach
The platform activated creators, artists, activists, and community leaders across Facebook and Instagram through short-form content, editorial storytelling, and live experiences tied to cultural moments including Latinx Heritage Month and the Latin Grammys. Content systems were designed to scale across multiple audiences and identities, spanning Afro-Latinx communities, LGBTQ+ voices, Indigenous activists, gamers, musicians, and other emerging cultural movements redefining what it means to be Latinx today.