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Case Study: Castrol Motor Oil (Hispanic Facebook Marketing Social Media Outreach)

Castrol knew the importance of soccer to their fans, and offered Ronaldo's biography on their Facebook page.

Castrol Motor Oil, knowing Hispanics affinity for soccer capitalized with a sponsorship of Christiano Ronaldo, one of the best  players in the game to bring awareness to their brand on all channels including Facebook and Twitter.


The Nativa team was assigned with the creation and management of a Castrol Motor Oil social media platform for Spanish speaking US Hispanics. Through surveys and point of sale data, we knew that Hispanics were interested in soccer as well as maintaining their existing vehicles for an extended period of time exceeding that of the general market. It was up to Nativa to strategize the best way to communicate with these potential fans and customers through social media.

Castrol Motor Oil, through Hispanic Facebook marketing was able to engage their fans with fun activities such as giving away soccer game tickets through their Facebook page.


Our team researched the optimal method to organically grow the Castrol social media platforms as a hub for US Hispanic soccer and car enthusiasts through Hispanic Facebook marketing. As Castrol is a sponsor of Major League Soccer (MLS), the US Men’s National Soccer Team and the Mexican Men’s National Soccer Team, we created and maintained a 60 …

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The Dangers of Using a General Market Agency When Targeting Hispanics – Part 2

Do you use Facebook to advertise or promote your business? Or, have you thought about using Facebook ads to reach more potential clients and grow your business?

When targeting Hispanics with Facebook ads there are some things you should know.

In this episode of the podcast I talk to Eric Diaz, co-founder of Nativa, about the potential dangers of using a general market agency when targeting Hispanics using Facebook ads. Eric talks about what mistakes he saw a general market agency, without the proper knowledge, make when targeting Hispanics and how that impacted their client’s image.

In the industry news segment of the show we talk about what Facebook hashtags could mean for businesses in the future.

Please leave a comment and let us know how Facebook ads have worked (or not worked) for your business.



Check out Options to Reach Hispanics With Facebook Ads to learn more about Facebook advertising.

If you want to hear a certain …

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The Dangers of Using a General Market Agency to Execute a Hispanic Campaign – Part 1

Targeting Hispanics With Facebook Advertisements

When it comes to marketing, not all target audiences are created equal. Ensuring that the message is properly tailored for each demographic is paramount to the success of a campaign. Marketers who instead choose to create a Hispanic campaign with a generalized focus will likely face consequences such as brand dilution, customer backlash and negative promotion. As a multicultural agency, our focus is on more specialized demographics, namely Hispanics. To that end, targeting multiple demographics the way one would a general market is an inherently flawed strategy, as the characteristics that make up one group do not necessarily translate to the next. For this reason, we endeavor to expose the pitfalls of hiring a general market agency to do the work best suited for an agency with experience reaching solely Hispanics.


Where a General Market Agency Went Wrong

Recently, the Spanish-language Facebook page of a consumer packaged good received serious backlash for an ad campaign created by its agency of, which poorly targeted the Hispanic market. That is to say, the campaign was not only aimed at Facebook users with Spanish-language profiles (users who set their profile preferences to Spanish) but also users with …

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Options to Reach Hispanics with Facebook Ads

The Dilemma with Facebook Ad Targeting

Crafting an effective Facebook advertising campaign is a key tool in helming a successful paid promotion. Beyond writing copy that’s succinct and persuasive and selecting images that convey your brand or organization, is determining who exactly to advertise to. For this, Facebook provides a search tool that will aggregate interests based on keywords to help generate target groups—a curated audience pool.

Advertising a Facebook page for a new car dealership? Why not create a target group that focuses on Facebook users interested in automotive brands? If the dealership is regional, you may want to filter your audience further by limiting the audience to the city and/or state in which it is located. Focusing on the product and potential consumers is a strategy that can be implemented when advertising consumer products, business, etc. The caveat to this form of straightforward, intuitive targeting is ethnicity.


Now, how do you target a population as diverse as they are large? Currently, the US Hispanic population is an estimated 52 million, 17% of the country’s total[1]. When targeting Hispanics a number of additional factors are at play, including language and demographics. To address this issue, we have tailored …

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How to Remove Your Image and Name from Facebook Ads

Recently I have seen more and more discussion about people feeling very uncomfortable with Facebook using their name and image on social ads.  I wrote about this last year on the dangers of showing up on Pepto Bismol’s next ad for a chimichanga antidote.

People online are becoming frustrated about having their names used in relation to individual posts, when they are a fan of only the page, and not that specific post.

To be clear, the reason Facebook uses these ads is because people are 25% more likely to click an ad when they see a friend associated with it and their purchase intent climbs by a whopping 300%.1

Well here is how you can prevent Facebook from using your personal information on these ads:

Option 1 (Easiest and Recommended)

A. Simply click here:

B. At the bottom you will see an option that says, “Pair my social actions with ads for”

The setting by default will be on “Only My Friends.”  Change this to “No One” and click Save.  

Facebook Remove Social Ads

The setting by default will be on “Only My Friends.” Change this to “No One” and click Save.


All done and your name nor image …

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