I am probably one of the people that often ignores Facebook ads, but this particular ad caught my attention. The ad was a little out of the norm, since it was in another language. But it was a language that I speak and understand: Spanish.
According to Wikipedia the Spanish speaking demographic in the United States is the fifth largest group of Spanish speakers in the world (behind Mexico, Spain, Colombia, and Argentina). It would make sense for multiple companies to be targeting this population.
Toyota is the genius behind the Facebook ad. Keep in mind, they are clearly a global company with the resources to accomplish a tactic like this.
But I find it strange that they haven’t experimented with this level of personalization in their social advertising before…Until Now.
One day this week, I was browsing around my Facebook newsfeed, and this caught my attention:
The translation is “Look how surprised they were with the latest Corolla technology”. I was more surprised that I was seeing a Spanish Facebook ad honestly. But here’s the thing, Toyota is really smart. They are targeting people who have listed that they speak Spanish on their Facebook profiles. So the ad instantly resonates with many people (who are probably native speakers, as opposed to people like me who went to school to learn).
Even better, when you click on the ad, you are taken to a Spanish language website. The main headline on the webpage is translated as “Surprisingly New”. This provides a seamless user experience from one medium to the next.
Marketers, take a cue from Toyota. They’ve executed this tactic superbly.
Have you seen other companies targeting foreign languages within online marketing?