Univision

Culturally Informed Integrated Campaign Engaging Multicultural Audiences at Scale

A cross-platform marketing initiative with Univision delivering culturally resonant messaging across broadcast, digital, and web environments to strengthen engagement within bilingual audience segments.

Project Overview

Univision required a culturally aligned campaign to reach bilingual and Spanish-dominant audiences through broadcast and digital ecosystems. The project emphasized authenticity, visual consistency, and cross-platform cohesion.

This initiative highlights expertise in sustained multicultural marketing strategy, digital campaign execution, and structured creative systems. This campaign continued for over 2 years.

I designed content and websites in support of this campaign, eventually designing a new mobile app experience while Nikolai developed it for iOS. The updated app experience is used in this video created by our Creative Director:

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The Mobii app would get offers and the user could save them to their wallet.

Role & Responsibilities

Graphic Designer, Web Developer & Product Designer

Designed campaign visual assets tailored for multicultural audiences
Developed responsive web environments aligned with campaign identity
Adapted creative systems across broadcast and digital channels
Ensured cohesive typography, layout, and messaging hierarchy
Supported digital performance optimization and implementation
Maintained legal display information requirements through the web
Redesigned the mobile app experience used in the campaign

Objectives

Increase audience engagement among bilingual demographics
Deliver culturally authentic messaging across channels
Strengthen cross-platform brand continuity
Support measurable interaction and reach growth

John sketching the main user flow in preparation for the app design update.

Audience & Market Landscape

Multicultural audiences demonstrate strong engagement when campaigns reflect cultural nuance and authenticity. Media consumption spanned television, mobile, and social environments, requiring integrated and synchronized deployment.

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Mobii could catch offers from TV content and display it to the user.

The offers could be sent with an interactive layer providing a gamified consumer experience where both user and brand win.

Strategic Framework

Audience Insight
Authentic representation and culturally informed messaging increase engagement and trust.

Campaign Strategy
Build a unified creative system adaptable to broadcast, in-app display, and web platforms while preserving brand and cultural tone.

Systems Architecture

Modular visual identity components
Cross-platform design alignment
Structured rollout coordination
Analytics-informed optimization

During the campaign John organized core styles for the Mobii app. This helped the content and social team build cohesive and on-brand support experiences.

Multi-Channel Execution

Broadcast Campaign Assets

Network-aligned creative design

Digital & Social Activation

Platform-specific creative adaptations
Engagement-optimized formatting

Web Experience

Responsive design implementation
Performance-focused development
Clear audience and context flow architecture

Performance & Impact

Possible KPIs:

Increase in engagement rate within target demographic
Growth in impressions across multicultural segments
5–15% increase in social interaction metrics
Improved time-on-site for campaign landing pages

Our download goals were exceeded substantially.

The campaign achieved cohesive cross-platform resonance while maintaining cultural alignment and measurable audience interaction for over 2 years.

Contact Us

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