Multicultural Marketing Campaign of the Year

This category is open to campaigns or components of campaigns that are specifically aimed at multicultural groups, particularly in terms of ethnic origin, or sexual or religious preference.

Edelman Multicultural and Unilever: Pasa La Belleza

Unilever found that the Latina community had a high awareness level of the Dove, Suave, and Caress brands, but were uninformed about the variety available in the various product lines. Because research reveals that the Hispanic consumer spends nearly double the average on beauty products, the company turned to Edelman Multicultural for help in building a connection with Latina consumers and encouraging them to try the brands.

Edelman coined the term "Pasa La Belleza" - "spread the beauty" - to de-note its plan. The firm knew the Hispanic community is less likely than others to try new and unknown brands, but that they also say that free samples, communication in Spanish, and celebrity endorsements can influence buying decisions.

The agency planned a broad program of Hispanic media outreach, forming relationships with community organizations, using credible spokespeople as the face of the brands, and getting samples in the hands of target consumers. It also sought to develop a set of key messages that included relevant beauty tips tied to each individual brand.

For celebrity partnerships, Edelman enlisted the help of famous stylists Leonardo Rocco and Fernando Navarro. The firm created a "news engine" to feed an ongoing supply of tips to beauty editors, and placed 11 separate, targeted TV segments on Univision.

The campaign also teamed with Las Comadres Para Las Americas, a nonprofit group working to help thousands of Latinas "empower" themselves through beauty-themed events. The events - 14 in total, in separate markets - included guest speakers and gift bags with the all-important product samples.

As a campaign driven overwhelmingly by PR, Pasa La Belleza was a success. The Web site garnered more than 50,000 visitors through September. More than 100,000 samples were handed out through the site. Media coverage generated 176 million impressions, 50% more than the target. The results were even more impressive in the smaller Hispanic media market.

Judges admired Edelman and Unilever's ability to connect so successfully with their desired demographic, saying "The Pasa La Belleza campaign demonstrated a deep knowledge of the target audience and strong outcomes."

Honorable Mention
Cone LLC and the American Heart Association: American Heart Association's Power To End Stroke

Stroke is the third-leading cause of death in America, and the African-American community has almost twice the risk of first-ever stroke compared to Caucasians. The American Stroke Association teamed with Cone to help empower the black community to fight stroke from within. The campaign sought to raise awareness of the increased risk of stroke, bring important organizations and influential individuals together to tackle the problem, and to attract corporate sponsors with an interest in targeting the black community. The firm started a series of "Power Sundays," church-based events in local communities to address the stroke issue. It formed media partnerships with key African-American-targeted publications. It even recorded an R&B theme song and a tribute album to Luther Vandross, who died of a stroke. Additionally, the campaign formed alliances with churches and local and national leaders, and developed and distributed educational materials. In the end, the effort succeeded in getting informative materials into the hands of more than 2 million African Americans, garnered more than 200 million media impressions, and raised more than $2 million in corporate partnerships.

Finalists 2008
Bratskeir & Company and PepsiCo PepsiCo Smart Spot Dance! Moves Moms
Cone LLC and the American Heart Association American Heart Association's Power To End Stroke
Edelman Multicultural and Unilever Pasa La Belleza
Fleishman-Hillard and Abbott & the Magic Johnson Foundation I Stand With Magic: The Campaign to End Black AIDS
M Booth & Associates and Unilever Vaseline's Skinvoice Campaign

Sponsor: GolinHarris offers a distinctive combination of global resources and personalized service, setting the "Gold Standard" in agency performance and corporate culture. The agency was proud to be selected PRWeek's 2007 Editors' Choice and Large PR Agency of the Year at the 2007 PRWeek Awards. We salute the finalists in the Multicultural Marketing Campaign of the Year category.

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