Christian Martinez, Facebooks Multicultural Sales Director talked to PRODU about his involvement in WPPs The Store, Global Retail Practice held on Miami on Thursday 5 and Friday 6. “I talked about how culture impacts the use of social media, particularly Facebook.” Martinez presented a study they commissioned to Qualtrics, that looks at the importance of cultural elements related to Hispanic audiences: family, food, language and music. “The study showed that language matters, but is not the only thing that connects with Hispanic culture” he said. One of the successful cases that supports great part of the research was the Tecate study case, which used the social networks platform to launch its Manfidence campaign using cultural connections, not relying in language. “The campaign was in English, trying to reach the Hispanic consumer. It was an amazing campaign which addressed Hispanic men using the father-in law concept -crucial for this niche- with incredible results regarding the increase of brand perception in this Hispanic sympathetic audience.” According to official data, Facebook has a Hispanic sympathetic audience of 29,2 million users. “I am waiting for more data update that will be released in the next two months” he said. He shared the scenario with John Burn of Geometry Global, who presented a study about the relevance of culture and its impact on retail buying.
