PR firm, PR Agency, Public Relations

OBJECTIVE

IMUSA, the leading maker of Hispanic and International housewares, tasked 5W Public Relations with leading a digital campaign during Hispanic Heritage Month. There were two specific goals for the project. The first was to acquire and engage new Facebook fans, and the second was to facilitate organic media coverage and conversation in the food and Latin community blogosphere. Both efforts highlighted IMUSA as the go-to brand in celebrating Hispanic Heritage Month.

STRATEGY

5WPR conceptualized and implemented a two-pronged strategy in addressing IMUSA's short-term social media objectives. In an effort to engage IMUSA's existing Facebook fan base and acquire new "likes," 5W executed a Fan Acquisition Campaign on the Facebook page, inviting consumers to "Celebrate Hispanic Heritage Month" with IMUSA by liking the page for a chance to win prizes and exclusive new recipes.

In an effort to maximize media influencer and blogger coverage featuring IMUSA throughout Hispanic Heritage Month, 5WPR conceptualized a creative partnership between IMUSA and leading spice and flavoring brand, McCormick. IMUSA and McCormick packaged the ultimate Hispanic Heritage Cooking Kit and engaged influential bloggers and editors in a call-to-action, inviting 50 of the top food and Latin community bloggers and editors to create an authentic Hispanic dish at home with the help of the two brands.

RESULTS

As a direct result of the campaign, 5WPR increased the IMUSA Facebook fan base by 17% in one month, and also motivated 59 percent of the Facebook Community to actively participate and engage in brand conversation throughout the campaign. The digital efforts, combined with traditional PR outreach, led to IMUSA reporting the highest ever number of consumers visiting its website in one month.

PR firm, PR Agency, Public Relations

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