MAURICIO GODOY

Wendy’s wanted to grow its multicultural audience, but how could a brand so deeply associated with classic American culture show up for Hispanic audiences without feeling inauthentic?

On TikTok, one in five users is Hispanic. This makes multicultural growth less like a niche opportunity and more like a reflection of modern America. So I reframed this opportunity helping the brand reflect American consumers more clearly: multilingual, multicultural, and already building culture in real time.

From there, I developed a creator framework helping Wendy’s choose partners based on more than just reach. We looked at cultural relevance and whether each creator could carry Wendy’s voice in a way that feels natural with Gen Z.

This clarity in strategy helped earn trust with Wendy’s marketing leaders, as well as our internal creative and social teams. The work helped drive stronger audience growth, deepen relevance with the Gen Z audience, and drive a sales uptick from this community during new product launches.

This is one of my favorite examples of challenging assumptions through modern culture. It shows how I use research, platform behavior, and audience insight to help brands recognize an audience growth opportunity through relevance.

Highlights
836K Views (Top Multicultural Content Video for Wendy’s)
+236% Growth in multicultural TikTok Views
Shift in messaging from Spanish Only to a modern English Driven Content reflecting Gen Z.