¡OH SÍ! Bilingual Marketing Campaign
Turning a grant-funded initiative into a culturally resonant campaign that brought new families through library doors
The Moment
OC Public Libraries received grant funding to reach more diverse members of the community, but awareness of available programs – from summer resources to free meal services – remained low among many families living near library branches. To grow engagement, the message needed to do more than inform; it needed to feel welcoming, culturally fluent, and impossible to ignore.
The Solution
Westbound built a campaign around a phrase instantly recognizable across English and Spanish speakers: ¡OH SÍ! was a playful nod to both enthusiasm and Orange County itself. Using AI-enhanced illustrations, we developed vibrant, imaginative visuals that transported viewers into the worlds books make possible, pairing curiosity-driven questions with a confident, memorable response. Geotargeted to Hispanic households near library branches offering free summer lunch programs, the campaign combined paid advertising, earned media, and culturally informed storytelling to drive awareness at the neighborhood level turning visibility into action.
The Results
21
media placements
177k
estimated digital views
807k
local broadcast viewership
Plus a significant spike in summer visitors and new library cards issued
The Impact
OC Public Libraries strengthened its connection to Hispanic families and reinforced its role as an accessible, welcoming community resource.
