Tecate and Tecate Light have undertaken a Facebook campaign to promote “manfidence” to its target audience of Hispanic men aged 21-34. From the press release:
NEW YORK(Dec. 1, 2014) – Tecate and Tecate Light, cervezas con carácter, announce the digital launch of Manfidence, a witty and bold campaign that was executed in partnership with Facebook’s multicultural team and Creative Shop. This is the first time the brand leveraged a social media platform to provide creative and media guidance to bring its positioning to life in a way that is relevant to bicultural Hispanic men 21-34. Additionally, it’s the first time Facebook’s Anthology program – the blend of art and science to create high-quality, original content – has developed a U.S. Hispanic campaign. Tecate worked with MV42, on media recommendations to promote the campaign’s illustrated posts and videos running now through Dec. 31, 2014.
Manfidence, a concept Tecate created in partnership with iNSPIRE, is an attitude that is shared by men who are confident, comfortable in their own skin, dynamic, and clever. Facebook’s Creative Shop captured this essence through illustrated posts, which were two times more engaging than prior creative. The video series depicts how a man with Manfidence can handle difficult situations involving the in-laws. The 30 seconds clips are available on Tecate’s Facebook page https://www.facebook.com/tecate.
“Bicultural Hispanic men are heavy users of digital media and Facebook was the perfect place to launch the online portion of our Manfidence campaign. We worked closely with Facebook on the video content to ensure it would resonate with Hispanic men in a clever and humorous way,” said Gustavo Guerra, Tecate brand director. “The engagement from the initial posts has been a tremendous win for our brand and we are looking forward to seeing this translate to video views as well.”
The Manfidence campaign also includes radio and OOH efforts, which have been featured in key markets. However, the brand is hoping to amplify this message by leveraging Facebook’s 26 million U.S. Hispanic Affinity segment.