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.

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