Multi Cultural/ Ethnic (No budgetary parameters)
April 6, 2009
Kimberly-Clark brands HUGGIES® and PULL-UPS® partnered with agency MASS Hispanic Marketing last year to build a highly effective marketing campaign around part of a Spanish metaphor, “tren de vida” or “train of life.” The purpose: to introduce Latina mothers not only to the brands but to each other, as well.
The campaign revolved around the Tren de Vida Coast-to-Coast Whistle-Stop Tour, a caravan of branded vans that made stops at more than 800 retail outlets, such as Wal-Mart, public parks, professional sporting events and many other places where Hispanic moms might meet. At the events, moms enjoyed sanitary baby-changing stations, free samples, coupons and goodies such as diaper bags, potty training DVDs and booklets of bedtime stories. There also was an opportunity for participants to send in original bedtime stories.
A contemporary aspect of the initiative allowed women to share so-called “Mom-to-Mom” tips on child-rearing with each other in person, on call-in radio shows or via text messaging.
The tour and related events, much of it documented at the HuggiesEnEspanol.com Web portal, exceeded all expectations. Nearly 45,000 mothers shared their best Mom-to-Mom tips, 4.5 times more than anticipated. About 200 original bedtime stories were received, four times as many as were expected. More than 1.5 million consumer impressions, double the expectation, were counted. And more than 48 million media impressions were generated—a 15 percent increase over the original goal.
As a result of the campaign, 523,000 samples, 223,000 coupons and 50,000 DVDs were distributed, all of which added up to big increases in Hispanic dollar volume growth.
And in the end, HUGGIES and PULL-UPS exposed their brand portfolios to thousands of young Latina mothers and built an emotional connection between the women and the company, a bond that proved the brands were on board for the moms’ journey through parenting.
Recognizing the importance of Hispanic consumers in the U.S. market, Nestlé sought to make an emotional connection between its Nestlé Pure Life bottled water brand and Hispanics, particularly mothers who are looking to get more proactive about the health
and wellness of their families.
To do that, the company’s Nestlé Waters North America unit hired Cristina Saralegui, the veteran journalist who is known as “the Hispanic Oprah,” to star in a multi-platform campaign titled “Vive Sanamente Nestlé Pure Life,” or “Live Healthy.”
Five separate 30-second TV spots played out on Hispanic-skewing networks such as Univision, Galavisión and Telefutura with Saralegui dispensing advice on healthy living choices and the benefits of water as opposed to sweetened drinks. The effort also was supported by print ads in Ser Padres, Vanidades, Cosmopolitan en Español and People en Español as well as regional radio spots and interactive Web sites. The initiative was capped off with a national promotion that called on consumers to tell about the healthy changes in their lives. The grand prize was a trip to Saralegui’s El Show de Cristina and an appearance in a TV ad.
As a result of the “Vive Sanamente” campaign, unaided awareness, total brand awareness and brand trials all doubled. Ad awareness quadrupled. And, best of all, volume among Hispanic shoppers grew 25 percent compared with the previous year.
Unilever, the marketer behind Lipton, Ragu, Knorr and Hellmann’s/Best Foods, knows a thing or two about the way Hispanic families like to cook. Since 2006, the company has conducted its highly successful Desafío del Sabor, or “Flavor Challenge,” to let Hispanic moms showcase their best from-scratch recipes. In 2008, the initiative took on an expanded, healthful tone with “Vive Mejor,” or “Live Better.”
Playing out at festivals, in grocery stores and online, last year’s Desafio del Sabor enabled Hispanic cooks to create flavorful meals with a nutritious twist. The campaign was a hit—with more than 1,500 in-store events and 177,000 products sold via gift-with-purchase offers.
In all, 55.6 million media impression were generated through newspaper, radio, print, point-of-service and public relations, and the pot already is simmering with plans for the 2009 iteration of Desafio del Sabor.