In Language

 

“Tugs At Heartstrings for Airbnb”

– Adweek’s AgencySpy, Sep. 20, 2016

We have been a trusted resource when it comes to winning public affairs battles for sharing economy giants Airbnb and Uber. Whether it’s a city ordinance or public debate on an issue, winning public affairs battles requires strategic planning, sophisticated targeting, and the ability to be nimble in your communications in any language. But above targeting, you must have a compelling message and a story to tell.  Stories are what connect voters to issues, causes, candidates, and corporations. Good storytelling is a must for any winning campaign. For Airbnb we needed to give viewers a different way to think about the company through the eyes – and stories – of local Airbnb hosts.

Here are a few of the Spanish-langauge ads from Miami and New York that we produced for the home sharing giant along with some of our Cantonese radio ads.

Airbnb Radio (Cantonese)

In this Cantonese radio ad for Airbnb talk about the rising cost of living while wages stay the same. Airbnb helps thousands of people earn a little extra money through home sharing.

 

 

Mijente PAC 

Far too often, Spanish-language communication is thought of as an afterthought instead of part of a layered, broader communication strategy.  While you can reach many Spanish-speaking voters on English television, the truth is that if you’re not communicating with Spanish-language voters in Spanish you’re not serious about delivering your message to those targeted voters in the most effective way.  This goes beyond running a single Spanish-language radio ad. As with campaigns in other languages, you need to layer your Spanish-language communications on broadcast television, cable television, digital and social media, and radio.  The ad above was part of a multi-layered Spanish-language pilot project we ran for Mijente PAC in Texas to examine the effects of in-language messaging in legislative districts. 

 

Reaching Chinese Language Voters in San Francisco (Mandarin) 

In this ad for San Francisco’s Prop D we needed to tell a story of city commissions not doing thier jobs.  A Civil Grand Jury found that, while homelessness and crime were exploding in the city, multiple city commissioners were either not attending meetings or sleeping through them – failing at every turn to make the city a safer place.

 

California’s Prop 19: Utilizing trusted messengers

In ballot measures, more than traditional candidate campaigns, trusted third-party validators are critical to winning. In this case, we worked with California firefighters and produced a Spanish-langauge ad to communicate why Prop 19 would help their efforts.