World-renowned racecar driver Juan Pablo Montoya hired Hispanic Marketing Group in October of 2012 to expand his brand awareness in the U.S. Hispanic market through social media and traditional media opportunities. The task began by creating a friendlier and more family-oriented Facebook page by posting photos of his family, his children’s birthday parties, family trips and traditions, posting his updates in both English and Spanish, answering messages, and engaging with his fans on his Facebook wall. In addition to Facebook, Hispanic Marketing Group created a personal YouTube channel to show a more personal side of the racecar driver and an Instagram account that connects with his Twitter page. In less than 16 months, his Facebook page fans have increased by 44 percent and his Twitter followers by 42 percent. His YouTube channel and Instagram have over 13,000 followers in less than a year. In 2013, Juan Pablo received the Hispanic Heritage Award at the 26th Annual Hispanic Heritage Awards Ceremony in Washington, D.C.