Emma Turner, Sam Henchcliffe, Maddie Rinklin, James McCullough,

Chantal El Chaib

2023/24 Campaign Plan

January 30th, 2023

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Table of Contents
1. Executive Summary
2. Campaign Purpose
3. Company Background
4. Issue Statement
5. Situational Analysis
5.1. Sacred Heart Partnership
5.2. Netflix Early Access
6. Public Perception
7. External Audit
7.1. Political
7.2. Community
7.3. Social
7.4. Technological
7.5. Consumer
7.6. Competitors
7.6.1. Mitu
7.6.2. Buzzfeed’s Pero Like
7.7. Marketplace Trends
8. Primary Research
9. SWOT Analysis
9.1. Strengths
9.2. Weaknesses
9.3. Opportunities
9.4. Threats
10. Target Audience
10.1. Geographics
10.2. Psychographics
10.3. Demographics
11. Campaign Goal Defined
12. Implementation
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1. Executive Summary
Wafi Media Inc. is a Latino owned media company founded by Rafael Fernandez Jr., co-host of
the Latin Babbler Show, a podcast that is also in association with Wafi Media. At Wafi,
Representation Matters. They regularly post on their website, todowafi.com, about infotainment
news, holiday celebrations, social justice news, and culture. All of this is centered around Latino
content and interests; Wafi does a great job in being a hub for Latino audiences to come and
celebrate their culture. In addition to this, Wafi’s website specifically caters to Latinas in their
section For Latinas, which includes articles that talk about the experiences of being Latina,
promotes Latina-owned businesses, self-care tips for students and single mothers, and the
writers’ takes on cultural celebrations and news. Wafi consistently gets fifty to two-hundred
views on the articles they post to their website. However, interaction on social media could be
improved. Currently, Wafi Media has six Instagram accounts and while they all have a fair
number of followers, (more details in the Company Background), the content and polls posted
do not get the interaction necessary to grow Wafi’s social media presence at an exponential
rate. To achieve this, Wafi can do things like more effectively capitalize on trends, post more
interactive content, more clearly define their target audience and cater more efficiently to that
market.

2. Campaign Purpose
As a media company, Wafi understands the importance of delivering high-quality content that
resonates with audiences and reflects its values. However, in today's rapidly changing media
landscape, staying relevant and engaging with viewers requires constant innovation and
strategic thinking. To address these challenges and seize new opportunities, we have developed
a comprehensive campaign plan that builds on its strengths, overcomes its weaknesses, and
mitigates potential threats. The goal of the campaign is to enhance Wafi Media's brand
reputation, expand its reach, and drive growth and profitability for the organization. This
proposal included a detailed analysis of Wafi Media's background, the key issue it's facing, the
situational context in which it operates, and the target audience it aims to reach. The proposal
will also define the campaign goal and outline the specific strategies and tactics Wafi plans to
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use to achieve it. By following this plan, Wafi will position itself for success in the months
and years ahead.

3. Company Background
Wafi Media is an LA-based digital media company that aims to promote Latino culture on
through multimedia experiences that include a website (todowafi.com), the Latin Babbler Show-
a podcast hosted by founder & CEO Rafael Fernandez Jr., and various social media platforms on
which they post humorous, educational, and empowering Latino content. Wafi aims to generate
conversation around Latino culture and news in order to take the lead in fostering Latino
representation and cultural understanding.

The Latin Babbler Show, hosted by Rafael and his co-hosts MZ Raqui, Daisy, and Paula, provides
audiences with a listening experience that highlights Latino culture & current events through
extensive, thorough discussions and numerous celebrity and executive interviews. The podcast
currently has 22,000 downloads across eight platforms and is ranked within the top 2% of
podcasts globally. Their top demographics include English-speaking women from the
Latino/Hispanic community between the ages of 24-45, and their primary markets are LA and
New York City.

Wafi’s social media presence consists of six accounts on Instagram-

1. @somethinglatina: 102,000 followers; content consists of relatable humor,

entertainment news, empowering pictures/videos, excerpts from the Latin Babbler Show,
original content made by the Wafi media team.

2. @somethinglatino: 63,400 followers; content includes relatable humor, entertainment

news, current event news

3. @todowafi: 3,702 followers; content includes promotion of the Latin Babbler Show, news
articles from the Wafi website, updates about the Wafi team, inspirational and humorous
content

4. @latinbabbler: 6,609 followers; posts humorous and relatable content, promotional

content for Wafi Media, reposted content from Rafael’s Twitter.
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5. @bilingualpets: 20,800 followers; content consists of humorous content about pets

owned by Latinos

6. @latameats: 615 followers; videos of Latino food being made, sometimes with family

In addition to this, Wafi has a website that has received over 21,000 views since September 1st,
2022, on which they post entertainment news, articles that celebrate culture throughout the year,
book and movie reviews, links to the Latin Babbler Show, and content specifically for Latinas.

Despite an extensive presence on Instagram, Wafi does not achieve the interaction they get from
Instagram on other platforms, such as Twitter, Facebook, YouTube, and TikTok- @todowafi for
all. Because of this, we will focus our efforts on Facebook marketing & advertising and getting
Twitter and TikTok to at least 1,000 followers in order to unlock creator accounts. Through this,
we will be able to generate conversation around La Revolucción- a Wafi-sponsored in-person
seminar event taking place later 2023 in Miami.

4. Issue Statement
The focus of our campaign plan for Wafi Media is to improve how the company promotes its
image and through that increase awareness of the company’s existence and the services it
offers. We particularly want to see more people ages 18-23 interacting with Wafi’s social media.
We aim to do this by promoting Rafael’s image and likeness as a face of Wafi. Through a
strategic focus on promoting its unique offerings and cultural identity, Wafi aims to project a
compelling image to key target demographics and the wider public. The goal of our campaign
plan is to provide a clear direction for the company to increase social media interaction and
followers on all Instagram accounts by at least 10% by January 2024. In addition to this, we aim
to get TikTok, Twitter, and Facebook to at least 1,000 followers by March 2024. This is all done
with the ultimate goal of elevating the company’s profile and raising awareness of its offerings
in mind.

5. Situational Analysis
This situational analysis evaluates the current conditions in which Wafi Media operates. It
typically includes an examination of the internal and external factors that may impact the
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organization's operations and strategic decision-making. In the case of Wafi Media, a

situational analysis was conducted to assess the company's current state and identify
potential opportunities and threats.

5.1 Sacred Heart Partnership

Wafi Media has a partnership with Sacred Heart University’s SCMA (School of Communication,
Media & the Arts) that encourages SHU students to intern at the company doing a wide range of
things. This has been very successful so far, producing five interns, all in the field of
Communications. Through this partnership, the interns he employs have the opportunity to gain
experience in a variety of field, including marketing and public relations, writing for the Wafi
website, content creation for their various Instagram accounts, copyediting articles and scripts
for the Latin Babbler Show, and working with Rafael and the other hosts on editing and refining
the podcast. Quite a number of their full and part-time employees are recent graduates of
Sacred Heart University! The partnership allows Wafi to get their name out into a community of
higher-education learners, ensuring a consistent host of new employees & interns that keep the
company up to date with the younger demographics.

5.2 Netflix Early Access

In recent months, Wafi has also gained early access to all Netflix content, which allows them to
write recaps and reviews before the media is released, in addition to attending premieres. This
early access allows them to put content out faster than competitors who may not have the
access Wafi does. Netflix has granted certain media access, which allows Wafi representatives
to go to premieres and red carpets hosted by Netflix and/or in promotion of Netflix shows in
order to get content and interviews.

6. Public Perception
Wafi is severely lacking public recognition, evident in a quick Google search of Wafi Media,
which brings up one search result related to Wafi Media, the todowafi.com website. Wafi would
benefit greatly by investing time and energy into getting their name out there through paid
advertisements, promotions with influencers, etc. We suggest Wafi reach out to some social
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news Instagram accounts, such as @impact, @feminist, @semafor, etc. that center around
providing social news and empowering the voices of people of color.

To gain more insight into how the public views Wafi, we created a survey that asked questions
about the kinds of content people would most be interested to see and what forms of
interaction would most resonate with them. In doing this, we found that most of Wafi’s
interactions are between the ages of 25-30 and 45-50. This was not surprising given Wafi’s
known target audience, but the survey also showed that a portion of the interactions Wafi
generates is with people in the ages of 18-23. This is good news, because it shows that Wafi
already has an audience with the younger demographic they’re striving for. This younger
demographic is similar to Wafi’s older audience, reporting that seeing Latino representation in
the media is a very important issue, and being more motivated to participate in a giveaway as
opposed to a photo or hashtag contest. Across all ages, the content they’re most interested in
seeing is promotion of other Wafi endeavors, such as articles on the website or the Latin
Babbler Show. Interestingly, primarily the 18-23 demographic reported a great interest in current
Latino news, which may be helpful in catering more to this audience.

Included in the survey were questions about what Wafi does, their business, and how they
started following the company. This shows that most people discovered Wafi from Instagram. A
portion of people also reported learning about Wafi from the Latin Babbler Show. Instagram is
proving to be Wafi’s most popular social media, with every participant following them on
Instagram, compared to LinkedIn, TikTok, and Twitter that garnered a smaller following.
Facebook and YouTube both did not have any followers that took the survey. In the long-term,
creating more long form content would be beneficial in utilizing these two platforms.

7. External Audit
The external audit for Wafi Media highlights important factors in the political, community, social,
technological, and competitor landscapes. It provides an objective evaluation of a company's
financial health and can help identify areas for improvement or potential risks.

7.1 Political
Important issues for the Latino community are climate change and racial discrimination. Latinos
tend to vote Left on social issues and Right on issues of the economy & trade, and are very big
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on representation and pride. However, 1 in 5 Latinos think neither political party has their
best interests in mind which points to a deep mistrust of the systems in place.

7.2 Community
The Latino population in the US has increased tenfold in the past fifty years, sitting now at
around 63 million. A shared language, cultural backgrounds, and living in America as a member
of the Hispanic community causes Latinos to have a strong family- and culture-oriented identity.

7.3 Social
Immigration and discrimination are major social issues affecting the Latin American
community. In the US, there has been a decline in legal immigration from Latin American
countries and an increase in deportations that are not only harmful to Latino families, but many
times keep people in unsafe conditions. This has resulted in family separation and fear of
deportation, abuse, etc., as well as a strong sense of community and altruism. Latinos have
strong connections to their home countries, as well as to other Latin American countries, with
51% of Latinos saying they identify themselves by their family’s country of origin rather than a
pan-ethnic label. This strong connection is reflected in the cultural, economic, and political ties
between Latin American countries and their diaspora communities.

7.4 Technological
According to a recent study, the number of smartphone users in Latin America has been steadily
increasing, with an estimated 480 million users in 2021. With the rise of streaming services
such as Netflix, Amazon Prime Video, and Disney+, the consumption of video content has
shifted from traditional TV to online platforms.

7.6 Competitors
These media companies focus on Latin American culture, entertainment news and current
events, with a strong emphasis on showcasing Latin talent from around the world. They both
incorporate elements of relatable and humorous content, something that Wafi specializes in.
They also are more established companies and, having been around longer, have been able to
create a brand image around and in the content they put out. Both companies have a wider
variety of content that encourages interaction between users and with the user and the
company, as well as interactive activities that generate more user interaction.
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a. Mitu- online infotainment company that specializes in Latino news

i. Mitu produces a lot of content covering more serious news stories, which
at times can give it an advantage over Wafi Media with people who use
online media sources to get their information. There is a greater variety of
content on the site- the articles published fall under Entertainment, News,
Culture, Fierce, Crema, Somos, and Opinion categories. Fierce caters to
BIPOC, much like Wafi’s @somethinglatina on Instagram and For Latinas
page on their website, while Crema posts news about the music industry,
and Somos is reserved for humorous and nostalgic posts. Mitu seems to
have clear definitions of the various target audiences it has, and caters to
that by having a variety of subject matter.
b. Buzzfeed’s Pero Like
i. Buzzfeed’s attraction is most often their more interactive experiences, like
quizzes and polls. This gives people a chance to voice their opinion and
relate topics to themselves, but moreover it generates more interaction on
Buzzfeed’s website. Pero Like is a subsidiary of Buzzfeed, so it
automatically has an ‘in’ with Buzzfeed audiences that are scrolling the
website or YouTube account. They produce more video content on
Instagram, TikTok, the Buzzfeed website, and YouTube.

7.7 Marketplace Trends

Popular trends on social media relating to Latino media consists of posting content that people
in the Latino community can relate to. Examples of this media can be found on Tikok,
Instagram, Facebook, Snapchat and more. One trend on these platforms is stories being told
from a Latino perspective. This allows others to relate to their content who have similar
experiences. A few more trends include Spanish speaking content, non-profit partnerships, and
incorporating Latino music.

8. Primary Research
Primary research is used to gather a variety of data that has to do with the demographics,
psychographics, and overall attitude towards the content and services Wafi Media provides. To
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gather this data, we created a survey to be posted on Wafi’s Instagram accounts. With the
amount of followers Wafi has, we were expecting quite a few results, but there were only
four; This immediately tells us that engagement with Wafi is low. However, of the four responses
gotten it was clear that the content Wafi produces on Instagram now is resonating with their
existing target audience.

Wafi Media Background Survey (Responses)

9. SWOT Analysis
In our SWOT Analysis, we detail the various strengths, weaknesses, opportunities, and threats
evident in our research of Wafi Media. Wafi is overall a strong company that has a clear
definition of what success means to them, but there are definitely some aspects of the business
and their statistics that can be better utilized, such as a lack of interaction on social media and
competition with bigger, more established companies. However, they have a lot of opportunities
that would be smart to utilize such as creating more content that incentivises interaction and
capitalizing on trends as soon as possible.

9.1 Strengths
a. Wafi has a diverse team working on everything, from editing articles to content
creation.
b. They have reached a total of 36 million people, evident in the number of
impressions from their main four accounts.
c. Cross-platform content that comes in a variety of forms, notably videos, articles,
and memes.
d. Represents the Latino community through humor, discussions, and news and
promotes Latino representation and diversity both online and behind the scenes
in-office.
e. Three successful partnerships with Netflix, OnRadio 89, and Sacred Heart
University.
f. The Latin Babbler Show currently has 22,000 downloads across eight platforms
and is ranked within the top 2% of podcasts globally. Wafi Media and the podcast
promote each other.
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9.2 Weaknesses
a. Many employees are volunteers- may not dedicate as much time to the business.
b. TikTok and Twitter accounts are not regularly posted on and thus both have
under 1,000 followers.
c. While they reach a lot of people, Wafi’s social media fails to generate the positive
interaction it needs to grow.

9.3 Opportunities
a. Making a wider variety of content on social media, short-form video content,
community polls, etc.
b. TikTok videos that can be reposted as reels on Instagram.
c. Staying more up-to-date on the trends on social media, participating in them as
soon as possible because of the high turnover rate of trends going into 2023.
d. Creating a stronger sense of community in different parts of the country- could
lead to more in-person activities in LA, New York City, Houston (Wafi’s three
biggest markets).
e. Getting their name out in other parts of the country to increase national
recognition.
f. Bigger highlight on the website to generate more website traffic- possibly through
quizzes, polls, more promotion on Instagram.
g. Hosting in-person events that are open to the public in various areas of the
country- further creates that sense of community for people who follow Wafi.
h. Celebrate National Hispanic Heritage Month every year on social media to boost
following, interaction, and representation for Wafi and the Latino community.
i. Room for SEO improvement.

9.4 Threats
a. Various competitors that are similar to Wafi and have more followers and a more
well-known name. Companies like Mitu have a brand image and have the
viewership to make it easily recognizable to most Latino/a users.
b. Their competitors have target audiences with similar and more clearly defined
target demo-, psycho-, and geographics.
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c. There is a company called Wafi Media Marketing Solutions, which hurts the
company’s SEO rate.

10. Existing Target Audience

Wafi Media’s current target audience
is defined as 65-70% Hispanic
Women aged 24-45, hailing from
primarily New York and Los Angeles.
These people identify as
Latino/Hispanic and are chiefly
English-speaking.

10.1 Geographics:
Wafi gets the majority of its interaction in New York and Los Angeles, and we want to stick to
these two geographic locations in order to focus on raising public awareness for the company.
In the future, Wafi aims to centralize in-person events to Los Angeles.

10.2 Psychographics:
The target audience of Wafi is primarily made up of individuals who
hold a deep appreciation for Latino culture and representation.
These individuals actively seek out Wafi's website and social media
platforms to engage with content related to Latino news,
infotainment, humor, history, and more. It is important to
understand their attitudes, values, and beliefs, which center around
a strong connection to their heritage and a desire for authentic
representation in the media. To further cater to this audience, it
would be effective to provide more relatable content that targets
specific communities and cultures of Hispanic countries, such as
Nicaraguan cuisine or Colombian music. By doing so, Wafi can
attract more niche audiences who hold their culture in high regard
and have a greater incentive to interact with the content they see. On
Wafi's Instagram accounts, @somethinglatina followers respond well
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to posts about representation and pride, whereas @somethinglatino followers engage more
with humorous and relatable content. By creating content that aligns with the values and
interests of their audience, Wafi can successfully build a loyal following and increase
engagement on their platforms.

10.3 Demographics:
Wafi’s main target audience is women ages 24-45, living in New York or Los Angeles, who
identify as Latino/Hispanic and use English as their primary language. They are primarily
college-educated and have a household income of $50,000 to $100,000 per year. The Wafi target
woman has a higher purchasing power and is eager to share content consisting of
representation, empowerment, humor, news, etc. Other key demographics include Latino men
ages 24-45 potentially first-generation, Latina women ages 18-23 who are in and/or recently
graduated school, Wafi also aims to reach people from Latin American and Caribbean descent
who wish to see their culture more heavily represented on social media. These audiences may
have varying levels of English proficiency and come from diverse socioeconomic backgrounds.

11. Secondary Target Audience

10.1 Geographics:
Wafi’s Secondary Target Audience focuses on people ages 18-23 who live in New York or Los
Angeles who identify as primarily Latino/Hispanic. In addition to this, they have strong ties to
their family, predominantly in the South.

10.2 Psychographics:
These people are more connected to technology, and integrate it more deeply into their lives.
Instagram and LinkedIn are good social media channels to use to target this audience because
they are younger professionals that are looking for their first post-college job. Their strong ties
to their family also means they have a connection with the community and those around them.
Because of this, they appreciate relatable content that reflects their experiences and the
experiences of those around them.
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Demographics:
Men and women ages 18-23 who are in college or just graduating. They may be the first or
second generation in their family to go to college, or they might be children of immigrant
families who moved to America. They are strong, hard-working individuals who enjoy community
activities and conversations about the subjects they’re passionate about. They primarily use
Instagram, Snapchat, and Linkedin but are known to use Facebook to keep in touch with family.

12. Campaign Goal Defined

To generate more interaction and discourse on all Wafi Instagram accounts and promote Wafi’s
other ventures, such as the Latin Babbler Show and the todowafi.com website. Create more
content that caters to users, such as relatable humor, representation, and snapshots of articles
from the todowafi.com website.We aim to increase impressions and engagement by regularly
posting content on Instagram, giving our current followers more chances to participate with
Wafi content. On the Instagram Search page, users can interact with Wafi Instagram accounts.
To further promote both the Instagram account and the podcast, we will also share bits of the
Latin Babbler Show on @latinbabbler. This will let us determine which content on
@somethinglatino, @somethinglatina, and @todowafi is the most popular.

Objective One: Increase followers by 10% on Instagram accounts, @todowafi - 4,047 to

4,451, @somethinglatino - 63.1k to 69.4k, @somethinglatina - 104k to 114k, and
@latinbabbler - 6,674 to 7,341 by June 2024.

1.1. Strategy: Consistently upload content on Instagram to cultivate impressions and

engagement. Current followers will have more chances to engage with Wafi
content and users can have more opportunities to interact with Wafi Instagram
accounts on the Instagram Search page.
1.1.1. Tactic One: Create a two-month social media calendar for
@somethinglatino, @somethinglatina, and @todowafi. Schedule content
to go out twice a day, five times a week. Most of the content will center
around relatable humor, representation, and snapshots of articles from
the todowafi.com website. Content will include original and reposted
reels, photos, and graphics.
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1.1.2. Tactic Two: Post snippets of the Latin Babbler Show on @latinbabbler
to further promote both the Instagram account and the podcast.
1.1.2.1. Evaluative Tactic One: Evaluated by number of impressions on all
four accounts.
1.1.2.2. Evaluative Tactic Two: Determine which content is most
successful on @somethinglatino, @somethinglatina, and
@todowafi.

Objective Two: Increase follower engagement on Facebook by 10% by June 30th, 2024.
Generate engagement by creating a greater sense of community between individuals
following Wafi accounts. Concrete results will come in the form of members,
interactions, and posts by Facebook users.

1.2. Strategy: Create a Facebook Group that people can join and promote it on social
media with the biggest following- Instagram, @todowafi, @somethinglatino,
@somethinglatina, @latinbabbler, @bilingualpets, and @latameats.
1.2.1. Tactic One: Promote Wafi Facebook Group in newsletter emails.
1.2.2. Tactic Two: Post in the Facebook Group twice a day.
1.2.3. Tactic Three: One of the daily posts will be interactive, such as polls,
various forms of quizzes, etc., centered around Latino representation,
history, humor, etc.
1.2.4. Tactic Four: The other daily post will be one of the following:
1.2.4.1. Snapshot of articles on todowafi.com website.
1.2.4.2. Short-form discussion posts to generate discourse in the
comments.
1.2.4.2.1. Evaluative Tactic One: Evaluated by number of members of
the Wafi Facebook Group.
1.2.4.2.2. Evaluative Tactic Two: Post poll in Wafi Facebook Group
that asks what Instagram account they found out about the
group from.
1.2.4.2.3. Evaluative Tactic Three: Success determined by how many
posts, interactions, and members in Facebook group.
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Objective Three: Increase traction of informative posts on @todowafi,

@somethinglatino, and @somathinglatina by June 2024.

1.3. Strategy: Increase public perception that Wafi is the place to go for up-to-date
news and relevant information. Consistently and quickly post content about
breaking Latino news. Encourage discussion around Latino news.
1.3.1. Tactic One: Prepare templates for breaking news that enables Wafi
employees to quickly and easily create Instagram posts.
1.3.2. Tactic Two: Create a team of employees that are prepared to post within
an hour of the news breaking.
1.3.3. Tactic Three: Create an agreement between Wafi and sponsored talent,
Where Wafi receives big announcements and news before other media
sources.
1.3.3.1. Evaluative Tactic One: Determine number of impressions on every
news post.
1.3.3.2. Evaluative Tactic Two: Get employees input on the process of
creating the template and posting content to see if there is any
way to improve.

Objective Four: Increase following to 1,000 followers on TikTok @todowafi - 94 current,

+906 followers, Twitter @todowafi - 20 current, +980 followers, and Facebook
@latinbabbler - 903 current, +7 followers, by June 2024.

1.4. Strategy: Consistently upload on TikTok, Twitter, and Facebook.

1.4.1. Tactic One: Create a six-month content calendar for TikTok, Twitter, and
Facebook that includes posting at least three times a week on all
accounts mentioned.
1.4.2. Tactic Two: Peruse social media for current trends and capitalize on them
as soon as possible. For example, many companies’ TikTok accounts
embrace a more ‘meta’ approach of advertising through current trends
that acknowledge they’re trying to gain followers and reach.
1.4.2.1. Evaluative Tactic One: Evaluated by the number of followers
TikTok, Twitter, and Facebook have after the six-month content
calendar finishes.
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1.4.2.2. Evaluative Tactic Two: Compare interactions on trend posts

with posts that don’t follow trends.

Objective Five: Increase engagement with followers by 20% across all social media
platforms by June 2024.

1.5 Strategy: Focus on creating content that is interactive and engaging with followers.

1.5.1 Tactic One: Host Q&A sessions on all social media platforms to encourage
followers to ask questions and interact with the brand.

1.5.2 Tactic Two: Run contests and giveaways that require followers to engage
with the brand's social media accounts, such as tagging friends or sharing posts.

1.5.2.1 Evaluative Tactic One: Monitor the increase in likes, comments,

and shares on social media posts after implementing interactive content.

1.5.2.2 Evaluative Tactic Two: Analyze the results of contests and

giveaways to measure the engagement level of followers and adjust the
strategy accordingly.

13. Implementation
This section details how the campaign plan will be implemented by providing examples of some
tactics suggested. We are looking to these to measure success, which we can do by monitoring
the reach of the posts and using those to determine whether or not they were effective.

13.1 Instagram Post & Story Promoting the Wafi Facebook Group.
These posts were designed to fit with the current aesthetic of Wafi, including prominent logos
and signature colors of the company. To be deemed effective, the Instagram Story has to be
seen by at least 200 people on every account it’s posted to (@somethinglatina,
@somethinglatino, @todowafi, @latinbabbler). The Instagram Post will be successful if the Wafi
Facebook Group gets 20 new followers in the week after it’s posted.
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Instagram Post

Instagram Story
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13.2 Informational Instagram Posts About the

Company.
A big part of Wafi’s identity is its authenticity and
commitment to being 100% fully Latino-owned and
operated. Informationals have proven to be very effective at
increasing engagement and starting a relationship of trust
between consumer and company. This informational can
be a template for future posts of a variety of formats, such
as breaking news, updates about Wafi events, article
announcements, and any other miscellaneous content. This
particular example is a ‘get to know’ a couple members of
the team and emphasizes that Wafi is Latino-owned. This
also provides followers of Wafi a more personal connection with the employees of Wafi.

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https://www.ipsos.com/en-us/news-polls/hispanic-americans-us-politics
2. Nadeem, R. (2022, November 10). Most Latinos say Democrats care about them and work hard for their
vote, far fewer say so of GOP. Pew Research Center Race & Ethnicity. Retrieved April 13, 2023, from
https://www.pewresearch.org/race-ethnicity/2022/09/29/most-latinos-say-democrats-care-about-the
m-and-work-hard-for-their-vote-far-fewer-say-so-of-gop/
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