facebook case study national museum american latino
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7/27/2019 Facebook Case Study National Museum American Latino
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Facebook: Building Essential Connections
The Plus Three agency helps the National American
Latino Museum build awareness by enhancing its
Page content and running Facebook Ads, resulting in
an 8X increase in visitors to its site.
GoalsPlus Three wanted to help the Friends o the American Latino
Museum build awareness o its brand to reach Latinos at both a
local and national level to:
• Generate more ans or its Page and ultimately engage them
with other content
• Drive more visitors to the museum and increase ticket sales
Approach
Plus Three rst created a Page or the Friends o the AmericanLatino Museum. The organization:
• Chose its logo as its prole picture and a cover photo
eaturing a mural o infuential Latino gures
• Developed a tab called “Events” in its main Page view,
allowing people to view locations and dates o upcoming
public orums regarding the development o the museum
Plus Three also ran Facebook Ads to drive more likes to the
National American Latino Museum’s Page:
• Used broad category targeting to reach people most likely to
be interested in the museum by targeting the “Hispanic (US)”
category• Used U.S. Census track data to build a model or targeting U.S.
Hispanics in dierent cities, such as Houston TX, Hialeah FL,
Nogales AZ, Pico Rivera PR, Rialto PR, Santa Paula PR, etc.
• Included an image o Eva Longoria, one o the museum’s
spokespeople, along with an inspiring quote rom her in the
ad copy
Plus Three increased engagement on the Friends o the
American Latino Museum’s Page in several ways:
• Posted updates every day about museum events, including
the museum’s anniversary and a Cinco de Mayo celebration
• Sparked conversations about current aairs, such as the 2012Latino Social Media Ranking, which included celebrities such
as singer Shakira and soccer player Cristiano Ronaldo
• Encouraged ans to participate in a design contest hosted by the
museum in which the winner would receive a trip to Las Vegas
To reach more people, the Friends o the American Latino
Museum ran sponsored stories to:
• Let people know when one o their riends had liked the
American Latino Museum Page
Results
• 4X increase in the an base, rom 25,000 ans to 100,000
attributed to Facebook Ads
• 200 percent increase in undraising or the museum
• 8X increase in Page views per month
• 8X increase in trac coming rom Facebook
“Using Facebook’s Ethnic targeting has allowed
us to reach US Hispanics in a way we were never
able to do before. Today, we can reach the widest
possible Hispanic audience online cheaper than
on any other medium. The Facebook model for
targeting works better than any tool we’ve seen on
the market.”
Juan Proano , President, Plus Three
Build
Connect
EngageInfuence
The American Latino Museum in the nation’s capital seeks to
educate, inspire and encourage respect and understanding o
the richness and diversity o the American Latino experience
within the U.S.
acebook.com/
NationalMuseumotheAmericanLatinoCommission
Case Study | Brand Awar
ee
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