• by Tanya Gazdik , December 3, 2014

Heineken USA’s Tecate brand is partnering with Facebook for the first time to launch a digital campaign exploring the concept of “manfidence.”

The humorous effort, which promotes both Tecate and Tecate Light beers, targets Hispanic men ages 21-34. It includes three 30-second videos, radio and out-of-home efforts.

The initiative was executed in partnership with Facebook’s multicultural team and Creative Shop. It is the first time Facebook’s Anthology content program unit has developed a U.S. Hispanic campaign.

The brand aims to amplify the message by leveraging Facebook’s 26 million U.S. Hispanic Affinity segment, says Maximiliano Skowron, Tecate senior marketing director.

“They not only reach 80% of our target audience, but they have a strong pulse on the type of content that resonates with bicultural males,” Skowron says.

Tecate worked with MV42 on media buys to promote the campaign’s illustrated posts and videos, which will run through Dec. 31.

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.

The video series, which launched Dec. 1, depicts how a man with “manfidence” can handle difficult situations involving the in-laws. The videos are available on Tecate’s Facebook page.

Bicultural Hispanic men are heavy users of digital media and Facebook was the perfect place to launch the online portion of the Manfidence campaign, Skowron says. Out-of-home including the term began running in select markets in September.

“Prior to launching, we tested the concept  with bicultural Hispanic men 21-34 in Los Angeles and Houston and the feedback  that we received was that the term was catchy, humorous and manly, without being overbearing,” Skowron tells Marketing Daily. “Bicultural men are redefining masculinity on their own terms and Manfidence embodies that.”

Video is currently one of the most effective engagement tools to reach key audiences, he says.

“We are very pleased with the results that Manfidence has generated on Facebook thus far,” he says. “The engagement rates are beating industry standards by four times. This is a reflection of content that is truly relevant to today’s bicultural consumer.”