Time Warner Cable Multicultural

"Alcanza la Fama" Social Media Campaign

A bicultural social media success story targeting Latino Millennials. Alcanza la Fama online talent search, content, press tour, and celebrity charity tie-in with National Hispanic Foundation for the Arts delivered 63MM impressions, 550M unique visits, +14% Internet sales.

"My Journey" Web Series

Time Warner Cable's first Latino content web series produced in-house with a limited budget and strict timeline. "My Journey" featured Alcanza la Fama winner Abel Ullón as he pursued his music career with the support of TWC, building up to his performance in the Latin Billboard Awards.

"A Tu Manera" TV Branding Campaign

2012 NAMIC Award

In an effort to evolve their positioning from a Cable TV provider to an entertainment & communications company, Time Warner Cable needed a branding campaign that showed how their services and technological advancements gave consumers more than just access to broadcast tv & cable programming.

Insight: Latino consumers viewed technology as tool to stay connected with family and friends, and make their lives easier in their own terms.

The award-winning "A Tu Manera" campaign featured inspiring and memorable stories showcasing how TWC technology plays a role in the life of Latino consumers with cultural relevance and humor. First Place in the Cable Distributors Category, 2012 NAMIC Awards.

"Te Damos Más"/"We Give You More" TV Campaign

In an effort to reach bicultural Latino Millennials TWC need to create a Spanish campaign that aligned with their "Total Market" strategy and executions. Leading the development and production of these executions in true partnership with general market agencies was key to the success of the "We Give You More/Te Damos Aún Más" campaign allowing us to infuse the commercials with Latino insights and cultural cues.

"100% Me" Multicultural Trendsetting Youth Campaign

Time Warner Cable'f first campaign targeting multicultural trendsetting youth featured stories of early content creators in 2006, before the term was ever coined.

Insight: A growing trend in minorities creating and publishing digital videos online as a form of self-expression to connect with niche communities.

The "100% Me" campaign focused on this trend by promoting TWC's Internet technology as a tool for creative expression online through tv commercials, wild postings, and experiential activations in partnership with the Rock the Bells Festival.