Hasta Abajo, the iHeart Radio podcast hosted by Camila Ramón and Melissa Ortiz, had everything a breakout Latino cultural property needs — two magnetic hosts, a distinct bicultural point of view, and the backing of a major media platform. What it didn't have was a social presence built to match. To grow into a true digital property, the show needed a social strategy that could turn cultural relevance into community.

Bicultural Latina audiences don't want content made about them. They want content made with them — stories that feel like a group chat between friends, not a marketing campaign. Humor, personal storytelling, and culturally timely moments hit hardest when they come from voices the audience already trusts. With Camila and Melissa, the voices were there. The job was to build a social ecosystem that let them reach everyone who should be listening.

We partnered with Hasta Abajo to lead social strategy, content production, and audience growth across Instagram and TikTok. From the launch of the show's TikTok channel through a full-season content calendar built around cultural tentpoles, personal storytelling, and real-time trend response — every piece of content was designed to find new audiences and convert casual viewers into loyal listeners.