The Context: In response to the 32% closure rate of Latinx-owned small businesses during the Covid-19 lockdown, UPS partnered with global reggaeton star J Balvin to launch “Juntos Imparables” (“Unstoppable Together”)—an anthem celebrating Latinx entrepreneurship. The campaign included a TikTok challenge encouraging users to spotlight their favorite Latinx-owned businesses, bolstered by six influential Latinx creators. 

The Ask:
Leveraging J Balvin’s cultural credibility and fanbase, the campaign generated widespread press coverage in People en Español , Rolling Stone, and Billboard, while authentically engaging the community and amplifying Latinx small business visibility.

We inserted the brand into every crevice of culture to ensure brand buzz and impact...we drove UPS into culture with over 171 placements and hundreds of small business shout outs.