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Challenge
Loved by Mexicans and Latin Americans alike, Bimbo Bakeries has a strong footprint in the U.S. among less acculturated Hispanics. The brand was looking to drive growth by connecting with Hispanic millennials, who are not as familiar with the brand. Bimbo wanted to maintain authenticity when communicating with existing consumers while also connecting with Hispanic millennials.
Solution
Facebook is used by over 26 million U.S. Hispanics, making it the perfect channel for Bimbo to build brand affinity with the digital audience. We leveraged Facebook’s Hispanic affinity targeting to reach Mexican-born Americans and Hispanic millennials with culturally relevant brand messaging and promotional communications. Using custom design, imagery and video production in concert with Facebook’s promoted post and video ad units, Bimbo was able to reach a broader audience with share-worthy content.
Results
- Reached millions of consumers and generated hundreds of engagements during campaign period, with an engagement rate of 8.15%.
- Successfully reached and engaged with Hispanic Millennials who enthusiastically connected with and shared the brand.
- Tested different language strategies including English, Spanish and Bilingual to help refine future communications.
BUSINESS OBJECTIVE: Grow share for Bimbo Bread by delivering valuable messaging to existing and developing audiences. Engage using video, familiar faces and ingredients in a timely and relevant manner.
Influencer Video
TARGET AUDIENCE:
Hispanic Bilingual Millennial Women
COMMUNICATIONS APPROACH:
Hispanics trust content from influencers. We wanted to leverage Bimbo’s partnership with a celebrity chef in a fun and educational way by showing the influencer making sandwich rolls with Bimbo bread.
RESULTS:
This video garnered the highest reach in 2015, with an engagement rate of 23.7%. Consumer engagement was also very positive with many consumers commenting that they were interested in obtaining more Bimbo recipes.
Timely Posts
TARGET AUDIENCE:
Hispanic Bilingual Millennial Women
COMMUNICATIONS APPROACH:
Inspire her to make traditional American sandwiches with a Latino twist on National Sandwich Day.
RESULTS:
- 18% engagement rate
- Conversation between Millennial Hispanics, confirming relevance of posts.
Nostalgic Messaging
TARGET AUDIENCE:
Hispanic Bilingual Consumers
COMMUNICATIONS APPROACH:
Drive engagement around Bimbo’s 70 year anniversary
RESULTS:
This post drove the strongest engagement of the campaign and prompted connection and engagement by both English and Spanish speakers. Many fans posted photos of themselves with the nostalgic Bimbo Osito.
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