ACTION
I led a Spanish-first transcreation approach shaped by cultural research and input from bicultural consultants. Rather than translate English messaging, we rebuilt it from the ground up around a clear, human idea: electric cars can work for your life and your budget. That clarity inspired the theme “EVs para Todos.” Visually, we created a fresh, youthful identity grounded in California Latinx aesthetics—bright, optimistic, and easy to recognize in digital channels. When the pandemic shut down all planned in-person outreach, we shifted the campaign to webinars, social content, and ambassador-led digital engagement. Once restrictions eased, we expanded the system into event materials, including branded tents, signage, apparel, and kits for community activations.
THE RESULT
The Spanish landing page drove 135% more traffic than the English version. Webinars converted 40% of attendees into Purchase Guidance program applicants. The campaign surpassed sign-up and awareness goals despite rebate cuts and EV inventory shortages. When in-person events returned, a single ride-and-drive generated more than 300 visitors, 57 test drives, and 60 EV purchases. The identity remains in use.