CASA’s “Nuestro Voto” Bilingual Latino Voter Engagement Campaign

CASA

Challenge

Ahead of the 2020 elections, CASA sought to mobilize Latino voters in Pennsylvania, aiming to increase turnout and civic engagement. The challenge was twofold: inform and engage the Latino community while ensuring they understood how to navigate the electoral process in a rapidly evolving political landscape.

To achieve this, CASA partnered with Communications Shop to develop a strategic, culturally relevant campaign that would effectively reach and inspire Latino voters.

Solution

Communications Shop designed and executed a comprehensive digital advertising strategy for CASA’s Nuestro Voto campaign. The approach combined targeted ads, media partnerships, creative storytelling, and community engagement to maximize impact.

Digital Advertising Strategy

- - - Developed a multi-platform digital ad campaign utilizing social media, Google Ads, and other online channels to reach Latino voters.
    - Achieved nearly 10 million total impressions in less than two months, significantly raising awareness about the election.

Media Partnerships

- - - Secured collaborations with various media outlets, amplifying the campaign’s reach to 18.5 million people across Pennsylvania.
    - Expanded outreach beyond digital platforms, ensuring Latino voters received the message through traditional media as well.

Creative Content Production

- - - Produced five Public Service Announcements (PSAs) featuring Luciana and Julio, two relatable Latino youth characters, to emphasize the importance of voting.
    - Designed dozens of visually compelling graphics highlighting key voting information, widely shared on social media.

Community Engagement

- - - Leveraged social media to foster conversations, encourage shares, and drive civic participation.
    - Collaborated with local organizations and community leaders to enhance message credibility and local impact.

Results

The Nuestro Voto campaign successfully demonstrated the power of targeted digital strategies and culturally resonant messaging in mobilizing Latino voters:

- - High Engagement Rates: Digital ads generated nearly 10 million impressions, ensuring strong visibility among Latino communities.
  - Widespread Reach: Media partnerships extended the campaign’s message to 18.5 million people, increasing awareness of the importance of voting.
  - Impactful Storytelling: The PSAs featuring Luciana and Julio resonated deeply, inspiring enthusiasm and civic responsibility, particularly among younger voters.
  - Increased Voter Participation: While direct turnout metrics were challenging to track, early reports indicated higher engagement levels and a greater willingness to vote within the Latino community.

Conclusion

The Nuestro Voto campaign illustrates how strategic digital advertising and culturally tailored messaging can drive voter engagement among underrepresented communities. Through its partnership with CASA, Communications Shop empowered Latino voters by making the electoral process more accessible and inspiring civic action.

This case study highlights the critical role of inclusive, community-driven communication strategies in fostering long-term voter participation and engagement.

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