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

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