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2017 Hispanic Social Marketing Report
López Negrete Communications, Facebook-first creative was developed that spoke to the passion of soccer.
The results show a 33% incremental reach to all consumers on Facebook. “That speaks to the power of the platform,” Martinez says.
Bring cost-effective results, he says, is another core strength for Facebook.
Earlier this year, Frito-Lay’s Cheetos brand saw increased sales with soccer-centric video content involving a fictitious soccer team. According to Martinez, some 15.4 million video views were generated. Ultimately, a 2.3% lift in sales was seen – directly attributable to Facebook efforts.
“Working closely with Facebook, we wanted to measure the impact that our Facebook ads have on our business,” said Atin Kulkarni, Senior Director of Portfolio Analytics at Frito-Lay North America. “We were excited to see that we not only reached our target audience at scale, but more importantly, drove incremental sales and increased household penetration.”
For a different perspective on how Facebook can prove successful for a brand seeking social engagement with Hispanics, Martinez points to a 2015 effort for Baja California beer brand Tecate.
“They were trying to reach English-dominant and acculturated audiences, so we used English-language, but culturally relevant, messaging,” he says.
Tecate targeted video and photo ads to Facebook’s Hispanic Affinity audience, reaching 93% of this audience. This resulted in a 5% lift in awareness and a 15% increase in ad recall.
“The challenge we have in the U.S. is that we compete against big brands with big budgets—so the question is, how do we stand out?” notes Tecate Senior Brand Director Maximiliano Skowron. “Facebook is an amazing enabler to achieve that objective, because we know that our target [Hispanic Affinity] overindexes in internet and mobile consumption compared to the general market.”
Evolving Mobility
As Latinos tend to overindex on mobile, Facebook is already looking at new ways to engage brands seeking on-the-go users who are Hispanic. Is Facebook Messenger an area for brand development?
Indeed, it is.
“Mobile is first from a Facebook perspective – period,” Martinez says. “Even from a global perspective, we have become a mobile-first platform. From a multicultural perspective, it becomes even more important. Here in the U.S., we know that Hispanics