Houston Texans in Mexico
Mission
The Houston Texans wanted to turn Mexico from a market of opportunity into a market of fans. Samba Digital was tasked with building the team’s Spanish-language presence across Instagram, Facebook and TikTok, giving Mexican fans a native voice under the “Somos Texans” banner and delivering measurable growth in the run-up to the Super Bowl.
Approach
Samba structured the programme around four pillars:
- Native Spanish-language community management Full management of the Texans’ Spanish-language Instagram, Facebook and TikTok accounts, with content written for Mexican fans rather than translated for them.
- Geofenced, short-form content Geofencing allowed the team to reach fans in Mexico with content tailored to their timezone, culture and platform habits, built primarily around short clips designed for reach and shareability.
- A “Somos Texans” visual language Samba’s creative studio produced culturally aligned graphics that gave the Spanish-language channels a consistent, recognisable identity distinct from the team’s US feeds.
- Rapid-turnaround on-site coverage Samba’s team was on the ground at postseason watch parties across Mexico and at the Texans’ Super Bowl activation in Monterrey, capturing and publishing content in near real time so the team could ride each moment while it was still live.
Results
- 1M+ impressions in one month across platforms
- +35% follower growth in under three months on a single platform
- A Spanish-language presence that went from launch to meaningful creative impact in less than three months, positioning the Texans for deeper fan engagement heading into next season
