2009 PRO Awards: ‘HUGGIES® and PULL-UPS® “El Tren de Vida de Mamá”
Agency: MASS Hispanic Marketing
Client: Kimberly-Clark
“Tren de vida” literally translates as “train of life” but it generally means “the pace or rhythm of daily life.” The HUGGIES and PULL-UPS “El Tren de Vida de Mama” campaign was designed to validate and reward the effort that Hispanic moms put into their busy days and the importance of everything they do, from changing babies to bathing, playing, etc. K-C wanted to engage new Latina moms and increase their sales.
For creative, they played on the literal translation of a train. Called the Whistle Stop Tour, a bright, colorful train was positioned at Wal-Mart and other key retailers, as well as public parks, festivals and sports stadiums. Engineers and conductors asked moms to share their motherhood tips and bedtime stories via video, audio or written submission through portable electronic touch screen stations. In exchange, they received diaper bags, tote bags, blankets, hats, growth charts and potty training DVDs. Some locations also had a photo station and a changing station. The brands supported the campaign with local radio in six markets. A B2B blog (TrenDeVidaTour.com) chronicled the news of the tour for K-C staff and retail and business partners.
At huggiesenespañol.com, moms could look up the Whistlestop schedule and program, HUGGIES and PULL-UPS product information and enter a tip-sharing sweepstakes. Registered visitors received a diaper-bag premium.
For Mother’s Day, 200 moms and expectant moms received a book of the shared tips and original illustrated bedtime stories generated from the program.
Over 1.5 million consumer impressions and 48 million media impressions were generated. Nearly 45,000 women shared tips. Hispanic dollar volume growth and EQ volume growth vs. the previous period outpaced the total market.
