Messaging

At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention. Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.

Equis conducted research in partnership with at Somos Votantes and Priorities USA on effectively reaching and communicating with Latinos on YouTube.

Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.

In October 2023, Equis Labs partnered with Somos Votantes and Data for Progress on a MaxDiff messaging poll to better understand the best application of the Winning Jobs Narrative framework with Latino voters, in both English and Spanish.

To shed light on the efficacy of three messenger personas in shaping reactions to false narratives, Equis conducted a panel test of 5,516 Latino adults in the United States in partnership with Civis Analytics.

These messsaging recommendations are based on a poll conducted by Avalanche Insights in partnership with Equis Labs. Some of the messaging tested was in part sourced from the insight created by the Winning Jobs Narrative and Somos Votantes.

Recognizing the massive importance of the economy to determine the results of the election, we partnered with Somos Votantes and Winning Jobs Narrative to test effective Spanish-first messaging related to the state of the economy, hoping to develop successful frameworks for messaging around the economy and other salient issues.

With the Dems care test we were aiming to understand and prove the existence of a “care connection" – the idea that increasing agreement that a political party or candidate cares about people like them would also increase Democratic support.

To boost Puerto Rican voter registration in Florida, we ran a two-part test with Hispanic Federation and Mi Familia Vota. We worked with Hispanic Federation to develop six videos to test first in a panel environment with Civis Analytics, and then as part of an actual digital Facebook ad program with Mi Familiar Vota.

In Project Gigante, we set out to run large-scale tests to unearth data-driven best practices on digital content creation for Latino subgroups that could be implemented by a variety of organizations. Specifically we wanted to identify the combinations of message, messenger, and tone that are most likely to increase engagement and enthusiasm among subsets of Latino voters, such as Latinas, or young voters, or the unregistered.