FAMOSOS x DIRECTV: The Strategy Behind Winning Hispanic Audiences and Driving Tune-Ins
The challenge
DIRECTV & Univision aimed to redefine brand perception, increase viewership, and drive sales among Hispanic audiences for two of the biggest cultural and entertainment events of the year—Copa América 2024 and the Latin Grammys 2024. The goal? Shift DIRECTV’s reputation from satellite-only to a modern streaming-first service while leveraging influencer marketing to create an authentic digital movement.
The Winning Strategy
Strategic Influencer Selection: Culturally relevant, sports & music-loving creators. - Bilingual & Bicultural Content: Ensured deep audience connection.
- Organic + Paid Amplification: Maximized visibility and conversion potential.
- Cross-Platform Storytelling: Engaged Hispanic millennials across social media.
Paid Media Performance: Amplifying Impact Across Copa América & Latin Grammys
Total Results from Paid Media Strategy
Paid Reach
+
Paid Impressions
+
Link Clicks
$
Average Cost Per Click (CPC)
The Two Game-Changing Campaigns & Their Results
Copa América 2024: Leveraging Paid Media to Boost Influencer Impact and Drive Viewership
2 creator activations
Impact & Results
Reach
+
Impressions
+
Link Clicks
Best comments
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Key results
The BIG Picture:
TOTAL Impact Across Sports & Entertainment
Paid media effectively extended influencer content reach, ensuring more Hispanic audiences engaged with both events. 
Over 164K link clicks demonstrated strong interest in DIRECTV’s streaming offering. 15K+ interactions on the posts With an average CPC of $0.34, our influencer-driven paid media strategy outperformed industry benchmarks by up to 32%, maximizing impact while keeping costs low. Why This Matters
Through a performance-driven campaign, Famosos combined influencer marketing with paid amplification to maximize reach, engagement, and conversions—turning views into action and awareness into measurable impact. This strategy successfully transformed DIRECTV’s brand perception, positioning it as a modern, streaming-first service for Hispanic sports & entertainment lovers.
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Univision's cultural campaigns reached 39.7M+ through a strategic partnership with top Hispanic influencers
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FAMOSOS x DIRECTV: The Strategy Behind Winning Hispanic Audiences and Driving Tune-Ins
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