To rebuild trust and generate leads in Pacoima, I led the creative strategy and content production for GRID’s free solar panel campaign. We launched a bilingual Meta Ads campaign tailored to cultural and language preferences, followed by two original content series: “Free Solar, Real Stories” (featuring local testimonials) and “Solar Myths Busted” (educational storytelling). I also redesigned the landing page and its content strategy for clarity and trust-building, improving the user journey and brand alignment

Results:

• 66+ high-quality leads in phase one, exceeding expectations in a skeptical market

• “Free Solar, Real Stories – Gloria” was the top-performing asset for engagement and trust-building

• Campaign extended for 2 more years, ultimately acquiring all leads needed to fulfill the program

• Bilingual and community-first approach significantly improved sentiment, engagement, and conversions

• This campaign became a model for culturally sensitive, impact-driven outreach in underserved communities.