Winner: Procter & Gamble and Fleishman-Hillard
Campaign: Las Serenatas de Tide/Tide Thank You Serenades
The Mission:
Procter & Gamble executives wanted to increase the Tide brand's penetration among Hispanic laundromat users in Los Angeles.
The Hook:
To support its "Tide Thank You" advertising campaign in targeted Hispanic markets, Tide enlisted Fleishman-Hillard Hispania to develop and execute a local PR campaign. The
targeted audience was recent Mexican immigrant women in LA whose first language is Spanish. Key influencers were top 10 Hispanic media outlets.
The Strategy:
FH Hispania developed "Las Serenatas de Tide," an initiative that would honor Hispanic mothers in Los Angeles on Mother's Day Weekend in May 2006 with musical serenades. FH
Hispania hired Mexican music star Graciela Beltran. Laudromats were selected as venues for these events because they were viewed as an important part of a Hispanic mother's
routine. Team
players included Patricia Alvarado and Edna Silva. Program budget was $150,000.
The Execution:
To generate buzz, FH secured radio promos on K-Love, the top local radio station for the target audience. FH also developed a press release that highlighted the events and
leveraged the research about how much time Hispanic mothers put into taking care of their families. LA broadcast media and national media outlets were invited to cover the
event.
Mission Accomplished:
The campaign reached an audience of more than 5 million; it also reached more than 750 Hispanic women at the events. Hispanic TV networks Telemundo and Univision covered the
initiative and featured on-site interviews with Graciela Beltran and Hispanic women present at the events. Penetration in Tide's LA Hispanic market grew three percentage points
after the laundromat event; also, its value share in LA grew over five percentage points in 2006. PRN