Agency: MASS Hispanic
Client: Kimberly-Clark: KLEENEX Brand
Kleenex wanted to increase its relevance among Hispanics and build a better connection with them. The agency created the “Con Kleenex® Expresa Tu Hispanidad” (Express Your Hispanic Pride With Kleenex®).
Prior to Hispanic Heritage month, the campaign invited Hispanic consumers to express their traditions and cultural pride through an art contest, with winning artists’ expressions published on Kleenex tissue cartons commemorating Hispanic heritage. This was a strong tie-in to Hispanic tastes, as twice as many Hispanics as non-Hispanics base choice on package color and design.
The contest called on Hispanic artists to submit an original design expressing their Latino pride. Three winners received $5,000 and had their artwork appear on a boutique-sized Kleenex tissue carton during Hispanic Heritage Month. Nine runner-ups received $500.
A number of formal and grassroots tactics were leveraged, including partnerships with Hispanic museums and radio stations in Los Angeles, Miami, Houston, New York and Chicago; grassroots appeal to more than 220 college art departments, art schools, art museums, and cultural centers; engagement of online communities; Spanish-language publications; and PR.
World-renowned artist Xavier Cortada helped Kleenex select 12 finalists whose work was posted on the contest website; from there, consumers voted for their three favorite designs. The winners were introduced to the press during a national media tour.
Eighteen key retail accounts participated, including Walmart, Target and Kroger. Entries outnumbered the goal by 12 times. Sales lifted 476% during the event period vs. the previous four weeks. More than 30,000 consumers voted online; major media, including People en Español and Cosmopolitan en Español covered the promotion. HispanicTrending.com gave Kleenex a plug for their innovative use of Facebook to reach Spanish speakers.
