OBJECTIVEIMUSA, the leading maker of Hispanic and International houseware, tasked 5W Public Relations to lead a digital campaign during Hispanic Heritage Month. Per IMUSA’s marketing directive, 5WPR was tasked with two specific goals: first, acquiring and engaging new Facebook fans and second, facilitating organic media coverage and conversation in the food and Latin community blogosphere highlighting IMUSA as a go-to brand in celebrating Hispanic Heritage Month.

STRATEGY5WPR 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 together 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.

IMPACTAs a direct result of the campaign, 5WPR not only increased the IMUSA Facebook fan base by 17% in just 1 month, but also motivated 59% of the Facebook Community to actively participate and engage in brand conversation throughout the campaign. The digital efforts, combined with traditional PR outreach, lead to IMUSA reporting the highest ever number of consumers visiting its website in one month.