Blue Beetle
DC’s First Latino Superhero Could Create Anything. We Made Sure That Included Community.
Client
Warner BrosCapabilities
Strategy Consulting Content Production Community Management Influencer Marketing
Description
We partnered with Warner Brothers to create a social strategy, voice, and content that connected Blue Beetle to key audiences: Latinx, Millennials, and Gen Z.
Blue Beetle was bigger than another superhero movie. It was a historic entrance to a loved franchise that celebrated Latin culture. So if the campaign was going to hit, we knew it had to speak to the culture, not just about it.
Insight
You have to understand the culture to tap into what moves it.
Idea
Show up with fluency, not just frequency.
We weren’t just here to post trailers. We helped Warner build a voice that could sit at the table with your abuelita, laugh with your primo, and still go back and forth with that one drunk tío. Our team led strategy, social content, and influencer programming that felt both proud and playful because Latin culture deserves to see itself with texture, joy, and truth. And just like Blue Beetle, we all become heroes when we’re protecting something bigger than ourselves. That was the energy we brought to the feed.
Impact
The following grew from 20K to 120K, but the sense of community grew even stronger.
By the end of the campaign, Blue Beetle's social following grew more than 5x, but the numbers were just the receipt.
What really mattered was the comments.
People weren't just engaging, they were representing their pride and excitement to be seen, felt, and heard.
It was our honor to build a space where the culture itself could show up and see itself as the hero.
