Pfizer — Reaching U.S. Hispanic Audiences at Scale
Helping Pfizer connect with millions of U.S. Hispanic consumers through culturally relevant media activation and premium digital inventory.
Cognate role: Media & Network Partner
Challenge
Pfizer sought to increase awareness and engagement among U.S. Hispanic consumers across several key healthcare brands while maintaining strict standards for quality, visibility, and brand safety.
The challenge required reaching a culturally diverse audience at national scale through trusted media environments capable of delivering both meaningful reach and measurable performance.
Insight
U.S. Hispanic audiences consume content differently than the general market.
Trust, language relevance, cultural context, and premium content environments play a critical role in driving engagement with healthcare messaging.
To maximize effectiveness, Pfizer needed a media approach specifically designed around Hispanic audience behavior rather than a translated version of a general-market campaign.
Strategy
Cognate leveraged its expertise in Hispanic media activation to develop a strategy focused on premium digital environments, high-quality video inventory, and culturally relevant audience engagement.
The strategy centered on delivering healthcare messaging where Hispanic consumers actively engage with trusted content, while maximizing viewability and video completion.
Solution
Cognate activated a premium Hispanic media ecosystem designed to connect Pfizer brands with U.S. Hispanic consumers at scale. The solution combined:
- Premium Spanish-language publisher environments
- Video-first inventory
- Audience targeting
- National campaign distribution
- Brand-safe placements
- Continuous optimization
This approach enabled Pfizer to achieve broad awareness while maintaining the performance standards expected from a global healthcare advertiser.
Execution
Brands supported: Paxlovid, Comirnaty, Ibrance, Eliquis, Cibinqo.
Campaign components: Digital Video, Programmatic Display, Audience Targeting, Premium Hispanic Publisher Activation.
Flighting: Multi-market national activation across key Hispanic audience segments.
Results
The campaign delivered national-scale reach among Hispanic audiences while maintaining strong visibility and engagement metrics.
Through premium media placements and culturally relevant audience targeting, Pfizer achieved significant awareness objectives while delivering performance levels that exceeded many standard healthcare campaign benchmarks.