Case Study: Bimbo increases awareness and drives high engagement among Hispanic millennials with Captura Group

Bimbo - Customer Case Study

CapturaGroup partnered with Bimbo Bakeries to grow share by connecting with Hispanic millennials. Although Bimbo was well known among less-acculturated Hispanics, the brand needed to reach younger, bilingual Hispanic millennials without losing authenticity with its existing audience.

The team used Facebook Hispanic-affinity targeting and a mix of custom design, imagery, promoted posts and video — including an influencer video with chef Pati Jinich, timely National Sandwich Day posts, and nostalgic anniversary content — aimed at bilingual millennial women. The campaign reached millions, generated hundreds of engagements, drove an overall 18% engagement rate (23.7% for the influencer video), increased millennial awareness, and produced strong bilingual engagement that set up future communications.

Bimbo