Hispanic Digital Case StudiesJune 30, 2011

Hispanic Digital Case StudiesJune 30, 2011

Hispanic Digital Case StudiesJune 30, 2011

2

Key Learnings

• x, y, z• a, b, c

Hispanic Digital Case StudiesJune 30, 2011

3

American Airlines

• American Airlines en español has approximately 30,000

Facebook fans to date versus the main brand page which

has 184,000

• en español allows Facebook fans to book flights,

subscribe to newsletters, sign up for promotions and

partake in discussions and polls

• The Facebook page is an all in one place for Spanish

speakers to connect and use American Airlines

Hispanic Digital Case StudiesJune 30, 2011

4

State Farm

• State Farm Latino has appx. 43,000 fans versus the main

brand’s page with appx. 99,500 fans

• The Latino page uses a different marketing campaign than

the Main Brand’s page. Currently, they are running a

campaign entitled “Juega e Ilumina” to help give Latin

American counties electricity.

• State Farm claims to be the first national insurance

company to create a bilingual page for Latino, meaning the

page includes a mix of Spanish and English-language posts.

Hispanic Digital Case StudiesJune 30, 2011

5

NBA

éne•bé•a has appx. 297,000 fans versus the NBA page

that has appx. 9.8 million fans

• The NBA has rebranded itself to the Latino market

through its Facebook page.

• éne•bé•a offers similar content to that of the English

NBA page, including news, video highlights, polls, clips

from its Spanish-language ad campaign, and information

about Hispanic players.

• This technique has allowed Hispanic fans to relate to the

brand versus simply trying to educate them.

Hispanic Digital Case StudiesJune 30, 2011

6

Budweiser & Bud Light

• Budweiser Latino has appx. 23,500 fans versus the main brand’s page with 1-million+ fans

• Bud Light Latino has appx. 19,000 fans versus the main brand’s page with appx. 1.5 million fans

• Budweiser Latino has a unique marketing campaign. In late May, Latino teamed up with Vicente Fernandez for a US Concert tour in 20-US cities with proceeds benefitting

the Hispanic Scholarship Fund.

• Bud Light & Bud Light Latino are currently running the same contest entitled “Battle on the Bayou”. Other tabs

on the pages, however, are different.

Hispanic Digital Case StudiesJune 30, 2011

7

Comida Kraft

• Comida Kraft has appx. 49,000 fans versus the main

brand’s appx. 690,500 fans

• Comida Kraft has a unique marketing campaign dubbed

“Share Your Latin Flavor” aimed at Latino mothers to

share their favorite recipes, cooking tips, etc… creating an

interactive page for the Latino market

•The main brand’s Facebook page also allows fans to view

American style recipes and get cooking advice from “Kraft

Kitchen Experts” with an area for fans to interact just like

that of the Latino page

Hispanic Digital Case StudiesJune 30, 2011

8

Pampers

• Pamper Latino has appx. 31,500 fans versus the main

brand’s page appx. 729,000 fans

• Both Facebook pages follow similar marketing

campaigns. The “Miracles” tab on both pages has stories

shared by families, engaging fans of the respective

Facebook pages.

• Pampers Latino also has the Pampers Madrinas

Network, a group Latinas who will assist new moms to do

the best they can to support their baby’s happy, healthy

development.

Hispanic Digital Case StudiesJune 30, 2011

9

Domino’s

• Domino’s Latino has appx. 8,000 fans versus the main

brand’s page with 3-million+ fans

• Domino’s Latino does not offer a unique marketing

campaign for the Latino market – to date, it remains in

the original Facebook template form.

• The main brand page includes a game which matches

playing time with donations to a children’s hospital,

information on lunch specials and more.