Last winter, Kleenex engaged Hispanic children in the US with its "Los Atrapaestornudos,” or "Sneeze Catchers,” campaign. More recently, the initiative began targeting Hispanic moms.
The bilingual campaign, created by Latin Works, MindShare, Mass Hispanic Marketing, Hispania Public Relations, and Studiocom, was originally focused on getting children to sign up online to be “official sneeze catchers” and persuading parents to buy Kleenex tissues. Children who participated in the campaign could play free games on atrapaestornudos.com and received free gifts.
After concluding the first phase of the initiative, Kleenex and its agency partners decided to focus on getting moms to join the fight against the common cold. Moms who sign up on the campaign website have the chance to win a $500 gift card and a year's supply of Kleenex facial tissues.
Kleenex will also work to attract moms by launching in-store events across the country. It will also add a section to its website devoted to explaining the company's “Sneeze Shield” technology to moms.
During last year's initiative, Kleenex saw a one-point market-share increase among Hispanic consumers and a four-point market-share gain in Miami, Los Angeles, San Antonio, and Houston, four key cities for the campaign.
Perhaps by reaching out directly to moms online and in person, the company will see even more of an increase in its campaign for Hispanic consumers.