TikTok

Hispanic Heritage Month

The campaign, “De Nada America,” was created with TikTok for Hispanic Heritage Month. With “De Nada America” (“De nada” means “You’re welcome”), the idea was to look at the world around us, the creators, our Hispanic community, and be proud of all we’ve done. Not through the lens of a traditional “Thank You America” narrative, but as an unapologetic “De Nada America” message, owning the contributions our community has made to culture at large and to the DNA of America—it’s not a coincidence that the initials of "De Nada America" are "DNA."

The campaign consisted of a month-long, platform-wide celebration including videos, weekly live streams and murals. By the end of the month, the campaign had over one billion views on TikTok, and in the months following, the hashtag and narrative continued to be used by creators and fans.