Cricket Wireless
Celebrating Latino Entrepreneurs Through Storytelling & Digital Reach
In partnership with Brilla Media, Refined Media Group developed and executed a hyper-targeted campaign for Cricket Wireless that highlighted the stories of Latino entrepreneurs. Designed to build brand trust and deepen engagement within multicultural communities, the campaign blended high-quality storytelling, influencer-driven content, and precise media amplification to deliver both cultural impact and measurable results.
The Challenge
Cricket Wireless wanted to strengthen its presence within Latino communities, with a particular focus on small business owners in urban areas. Previous campaigns hadn’t achieved the cultural resonance needed to build lasting trust. The brand needed more than visibility. It required an approach that felt authentic, hyper-local, and aligned with the values of entrepreneurship, community, and representation..
Our Approach
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Our Approach •
Impact
The campaign surpassed expectations, driving over 4 million video views across digital platforms and sparking 100,000+ interactions. With view rates exceeding 20%, Cricket’s content performed well above industry norms, reinforcing the brand’s ability to connect with a highly engaged audience.
Working in partnership with Brilla Media, RMG developed the creative concept, aligning with Cricket’s message of bringing joy and opportunity to local communities. We identified New York City as the focal point, spotlighting Afro-Latino and South American entrepreneurs whose stories embodied resilience and cultural pride.
Through a carefully curated casting and location selection process, we elevated three groundbreaking entrepreneurs and paired them with a Latino entrepreneur influencer as host, ensuring relatability and cultural resonance. From there, our team managed the campaign end-to-end: scripting and directing interviews, producing long- and short-form video content, and seamlessly weaving Cricket’s brand identity into every narrative.
To maximize reach, we built a multi-channel amplification plan: boosted content across Instagram, TikTok, and Facebook; pre-roll and Connected TV ads; podcast sponsorships; and influencer engagement. This ensured each story traveled far beyond its original audience, reaching consumers across multiple platforms and contexts.