How the Día de los Muertos Campaign Generated $62.5K and Brought a Community Together
- Mario Fernandez
- Nov 30, 2025
- 2 min read
2025's Día de los Muertos campaign was one of the most meaningful projects I’ve ever had the opportunity to create at TelevisaUnivision Univision 14 KDTV. What started as a vision to honor a deeply rooted cultural tradition became a full storytelling campaign, one that brought together local artists, educators, entrepreneurs, and community leaders to share what this holiday truly means.
Over the month prior to the event, our team worked closely with Santa Clara University and the Mexican Consulate to amplify these voices and connect our audience to the heart of their community. This is the story of how it came together.
Every campaign is only as strong as the stories inside it. Here are the voices that made this one unforgettable.
These stories remind us why cultural storytelling matters — and how deeply it resonates when it's told with honesty and care.
The impact of this campaign speaks for itself:
✨ $62.5K in incremental revenue generated across linear + digital ✨ +50% year-over-year increase in event attendance
Impact like this doesn't happen by accident. It happens through collaboration, creativity, and community trust — and through the willingness to let real people tell their own stories.
This is the kind of work that reminds me why I love what I do. Using creative storytelling to amplify culture, strengthen community, and create meaningful impact. That's the work I want to keep making.
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