Ponte las Pilas - Youth Conference

Centro Cultural hosted Ponte las Pilas (“it’s time to get on track”), a youth conference focused on accountability and providing support to help young Hispanic males thrive and succeed. The event featured a panel of community members who shared their personal stories about overcoming challenges and building successful futures.

I contributed by conducting research, shaping the content strategy, and managing paid media to ensure the campaign resonated with our audience.

Key Results:

•Organic content achieved an average of 1.1K impressions and 1K engagements.
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•Boosted campaign through Facebook Meta tools, generating 8.3K impressions, a reach of 4.9K, and 124 interactions with only a $40 budget.

•Successfully developed the event’s identity (name, tone, and direction), ensuring alignment with Centro Cultural’s overall branding.

1. Flier
For this campaign, I assisted with the flyer design and collaborated on creating the logo. Working closely with the event director, who envisioned incorporating a battery symbol while keeping it tied to Centro Cultural’s branding, I successfully combined both elements into a cohesive design.

This logo has since become the established identity for the event. I also designed the flyer with a sports-inspired aesthetic to resonate with the youth audience.

The campaign materials performed well on social media, generating a reach of 1,240, 1,463 impressions, and 88 interactions, helping establish the event’s identity and build early visibility.
2. Reel On
For this campaign, I focused on targeting youth by relying heavily on Instagram and TikTok. While I don’t have access to TikTok metrics, the Instagram results demonstrated early engagement, with a reach of 110, 110 impressions, 1 interaction.

This approach emphasized experimenting with youth-centered platforms to establish a presence and begin building awareness among the target audience.
3. Reel Two
The next reel performed significantly better because I incorporated Centro Cultural’s IT staff member, Luis, who is well known in the community. His presence added authenticity and relatability, which resonated strongly with the audience—one viewer even commented that Luis was their uncle.

This reel achieved a reach of 831, 972 impressions, and 49 interactions, making it one of the stronger-performing pieces in the campaign.
3. Reel Three
This reel incorporated a humorous TikTok trend inspired by a well-known Hispanic TV show, which resonated not only with youth but also with older generations. By leveraging culturally relevant humor, the content successfully engaged parents—an important demographic in encouraging their sons to attend the event.

The strategy proved effective, with the largest share of views coming from the 35–45 age group, primarily on Facebook (27.6% women, 6.3% men; reach of 512).
4. Reel Four
This was the final reel of the campaign. While it did not perform as strongly as previous content, it served its purpose in maintaining campaign momentum and extending reach to additional audiences.

The reel achieved a reach of 547, 593 impressions, and 17 interactions, contributing to the overall consistency and visibility of the campaign.
4. Recap Post
Click on me for the post.
To close out the campaign, I created a recap post using photos I captured during the event. The first image featured in the post was one I photographed and later enhanced in Photoshop and Lightroom, as shown in the second version of the image.

This refined photo has since been reused in presentations and other marketing materials. The recap performed well on Facebook, underscoring the strong community need for an event like this while also effectively reaching parents.

It achieved a reach of 1,136, 1,262 impressions, and 27 interactions, extending the event’s impact beyond the day itself.