Putting the Latina mom at the center of the Disney World story — because she was always the one planning it
Alerta developed the Mami Knows Best creative platform, an original bilingual social media campaign that centered the young Latina mother in the Disney World story. We built the concept around the cultural truth that she is not just the person who comes along on the vacation;...
The Challenge
In Hispanic families, the mother is almost always the one who plans the family vacation, researching destinations, comparing options, making the decision, and then sharing the experience with her community on social media. Young Latina mothers, in particular, are active, influential social media users who document family moments and shape the travel decisions of those around them. Disney World needed a campaign that acknowledged this reality and spoke directly to her, not as a passive participant in the family vacation but as the architect of the magic.
The Solution
Alerta developed the Mami Knows Best creative platform, an original bilingual social media campaign that centered the young Latina mother in the Disney World story. We built the concept around the cultural truth that she is not just the person who comes along on the vacation; she is the person who makes it happen. From the initial inspiration on social media to the moment she shares the family's experience online, the campaign follows her journey and celebrates her role as the family's vacation planner, storyteller, and memory maker. We developed the full suite of creative executions and production-ready scripts and provided production assistance to bring the concept to life.
Campaign Content
How We Did It
Cultural Insight as Creative Foundation
The entire campaign was built on a behavioral truth that every Hispanic family recognizes immediately: Mami is the one who plans the vacation, books the hotel, packs the bags, and then documents every magical moment for her community to see. Naming that truth and celebrating it made the campaign feel instantly personal and relevant to every young Latina mother in the audience.
Social Media Native Creative
The executions were designed from the start for social media built around the formats, moments, and sharing behaviors that young Latina mothers actually use, rather than adapting traditional advertising for digital platforms. The campaign lived in the same spaces where she was already documenting her family's life.
Bilingual from the Brief
Scripts were developed in English and Spanish simultaneously, recognizing that young Latina mothers in the US move fluidly between the two languages and that the campaign needed to feel natural in whichever language they were using at the moment.
Celebrating her role without stereotyping it
We were deliberate about portraying the Latina mother as a capable, modern, digitally savvy woman who chooses to center her family, rather than as a stereotype of a selfless caretaker. The campaign honored her agency and her joy in planning something magical for the people she loves most.
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