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HITN Learning, an educational division of the leading nonprofit Spanish-language TV network HITN, wanted to build awareness about its educational Cleo & Cuquin Family Fun! Kits and Apps during Hispanic Heritage Month.
The client organized a series of seven educational, in-store events at Barnes & Noble across key US Hispanic markets and sought TMM’s services to drive attendance and boost product discovery and purchase consideration at each location.
TMM designed a PR strategy to complement the series of in-person consumer-facing activations with aggressive local media outreach and a robust influencer campaign targeting millennial Latina moms with preschool-age children in each market – California, Texas, New York, and Florida.
Leveraging the media’s increased interest in bilingual education during Hispanic Heritage Month, the team focused on communicating the benefits of the Cleo & Cuquin Family Fun! Kits and Apps to reinforce bilingual education at home.
Dr. Mariana Diaz-Wionczek, a recognized bilingual education specialist, was designated as the lead expert voice at the events and media engagements, allowing the PR team to offer a credible and knowledgeable spokesperson to outlets seeking interviews on the topic of raising bilingual children.
On the influencer marketing front, a total of 26 micro / nano-influencers and influencer networks were enlisted to help spread the word and drive relevancy by promoting the events and sharing product reviews of the kits.
PR efforts generated sustained and continuous media presence for the Cleo & Cuquin Family Fun! Kits and Apps and for HITN Learning leading to a substantial rise in awareness for the organization, its mission, and the value it provides Hispanic families across the U.S.
Influencer partnerships created a wave of timely social content driving event attendance and spreading the brand’s message across multiple touchpoints via IGTV as well as Instagram posts, stories, and lives.
HITN Learning and its Cleo & Cuquin Family Fun! Kits and Apps received media coverage in print, radio, TV, and online publications with standout hits including San Diego Union-Tribune, Univision NY, Diario las Américas, Actualidad Radio, Univision Miami, and El Diario NY.