Guerra: Trabajamos muy de cerca con Facebook en nuestra campaña The Manfidence
Gustavo Guerra, Brand Director of Tecate, Tecate Light, Indio and Bohemia, said that consumers prefer online advertising content in English. Guerra who talked at the 17th annual ANA Multicultural Marketing & Diversity Conference- referred to The Manfidence campaign, a word created to refer to the attitude shared by confident, dynamic and smart men. “For us English worked wonderfully because we knew that our target moves comfortably between English and Spanish, but we used the term suegro which is understood by that bicultural audience we were aiming to reach” he said. We worked hand-in-hand with Facebook and its creative shop to produce three 30 second videos and illustrated posts. This strategy boosted considerably the campaign on offline media. For this piece they partnered with this social network due to its affinity strength with Hispanics, he added. Facebook has 26 million Hispanic users. This produces a broad insight in the type of content that resonates with this audience. The results: 93% ad recall growth out of 5.5 million demographic target goal. These brands are part of Heineken USA brands portfolio.
Manny González de Moët Hennessy: Las marcas deben orientarse hacia lo culturalmente relevante
ANA da inicio a su conferencia Multicultural marketing & diversity 2015
