2014 PR News Agency Elite Awards: Marketing to Latinos

Winner: 5W Public Relations – IMUSA

5W PR crafted a campaign for IMUSA that attracted its main consumer demographic during a key brand holiday, Hispanic Heritage Month. Their innovative approach to pushing IMUSA on the market blended traditional and digital/social media and eventually produced not only a 17% increase in their Facebook fan base, but also the highest ever number of consumer visitors to IMUSA’s website in one month.

5W capitalized on July as the lead month for editors to start pulling together their holiday gift guides by having IMUSA host a “Holiday Gift Guide Preview Event” to generate media excitement for the Latino-inspired cooking products. It helped to have celebrity chef George Duran on-site demonstrating IMUSA products to 100 media guests, including representatives from the TODAY Show, Good Housekeeping, and Vogue. The event helped IMUSA to secure spots for their products in Holiday Gift Guide features in top tier publications.

Another key effort in the campaign garnered over 30 million impressions with the blogger community by executing a partnership with spice brand McCormick, packaging together the “ultimate Hispanic Heritage Cooking Kit,” and putting it in the line of sight of influential bloggers and editors. The blogger component was key in 5WPR’s overall digital campaign aimed at driving traffic to the website, and it worked like a charm: IMUSA reported the highest ever number of consumers visiting it’s website in one month. The campaign titled “IMUSA New Year, New You” offered fans the chance to win a Trip to Miami and tickets to the South Beach food & Wine Festival by liking the IMUSA Facebook page. Unsurprisingly, the tactic helped to increase IMUSA’s Facebook fan base by 57% in the month of January.

5W’s detailed and well-strategized plan to reach both Hispanic and non-Hispanic audiences over print, broadcast and online outlets included features on the TODAY Show, Wendy Williams Show, Fox & Friends and resulted in over 587 million media impressions.

Honorable Mentions:

  • FORMULATIN – Vive Cultura with Nestle
  • PACO – BCBS ‘Asegura tu Salud’ Be Covered IL and TX
  • Rbb Public Relations – Feld Entertainment