How a Food Distributor Authentically Engaged a Hispanic Audience

Facing a fragmented marketing landscape, a leading Hispanic CPG brand was ready to improve brand engagement, expand household reach, and increase sales by exploring new channels like Streaming TV advertising. The company’s previous reliance on social media and event marketing had yielded early results, but limited its ability to achieve broad, targeted exposure. The marketing team turned to Vibe.co with several objectives in mind:

The team also set a unique goal: measuring total exposure in minutes per household rather than traditional impression caps. This innovative approach aimed to ensure sustained visibility without oversaturation, while still maximizing frequency in priority regions.

The company implemented a multi-layered strategy with their Vibe.co success manager. 

First, they harnessed Vibe's Hispanic-focused inventory, delivering ads on platforms such as Univision, Canela, and Vix. This ensured their messaging resonated with Spanish-speaking households. They further refined targeting through precise geotargeting by zip code, aligning their campaign with areas where their core consumers lived and shopped. By focusing on neighborhoods with strong Hispanic demographics, the company ensured ads reached families most likely to purchase their products.

"The targeting is really great: you can go by household and you target exclusively spanish-speaking segments - that’s rare. Usually I have to create the segment myself off of our retargeting data. With Vibe, it’s just a click away plus you have channels like Vix, Canela, Univision,  Discovery Familia, Fubo Latino Network, ESPN Deportes, etc. "

To manage frequency, the team implemented a novel metric: total minutes per household per month. Rather than capping daily impressions, they strategically calculated total viewing time to optimize impact without oversaturation. This metric allowed them to manage sustained exposure without overwhelming viewers.

Creative testing played a pivotal role. The company adapted existing social media content for TV screens, maintaining continuity while tailoring the creative to suit the CTV format. For example, vibrant social media ads featuring family gatherings were transformed into TV spots that emphasized the emotional connection consumers have with their favorite Hispanic foods. This multi-channel consistency ensured that consumers who had seen ads on social platforms immediately recognized the same themes and visuals on TV, reinforcing recall and engagement.

To amplify their campaign’s impact, the team invested in live sports advertising during the Super Bowl. This placement maximized exposure during a high-engagement event that resonated deeply with their audience. By aligning this campaign with a high-impact event, the brand ensured that their message was delivered during moments when viewers were highly attentive.

"In February, we put a lot of money behind the Superbowl and we saw a big increase in sales, in e-commerce especially."

Beyond tentpole events, the company also experimented with seasonal campaigns tied to cultural milestones. They timed ads around key Hispanic celebrations like Hispanic Heritage Month and Day of the Dead to align their brand with meaningful cultural moments. This event-driven strategy ensured their campaigns felt timely, relevant, and authentic to their audience.

The campaign exceeded expectations. With a 98.8% video completion rate (VTR), the brand successfully engaged viewers throughout their ads. Vibe’s precise targeting ensured that impressions were delivered to relevant households, resulting in a significant lift in both brand awareness and sales.

"Everything has been so positive: we started with you guys six months ago and since then we’ve seen record-breaking sales."

While exact attribution data was challenging to isolate due to concurrent marketing efforts, the team observed record-breaking sales performance during the campaign period. Correlations between CTV exposure, social media campaigns, and website traffic underscored the platform’s contribution to their growth. During the Super Bowl campaign alone, e-commerce sales surged significantly, reinforcing the value of aligning CTV ads with major events.

The brand's creative continuity strategy proved highly effective. By combining social media content with tailored TV spots, they achieved consistent engagement across devices, improving overall recall. Internal studies revealed that households exposed to both social media and CTV ads demonstrated higher purchase intent and greater brand affinity.

By blending precise targeting with strategic creative and timing, the Hispanic CPG brand successfully scaled its reach, strengthened consumer recall, and drove meaningful growth—positioning itself ahead of competitors still reliant on conventional digital marketing tactics.