Hispanicize 2012

SESSION HASHTAGS:  #Hispz12  #suave

SPEAKERS:
- Sabrina Macias, Edelman, Vice President.
- Julie Mendez, Edelman, Senior Account Supervisor

Unilever’s beauty brand Suave® won this year’s Hispanic Public Relations Association’s PRemio Award for Fashion and Beauty with an amazing campaign that helped Latinas look and feel as red-carpet-ready as the stars they emulate every day.  The “Suave Professionals® Desfilando Contigo,” which literally means “Suave Professionals®, Parading with You” in English, was built on the premise that Latinas do not walk, but rather have a uniquely confident strut.

As such, Suave Professionals® paraded with them during each of their red carpet moments by offering ways to reproduce celebrity hairstyles in a more attainable, accessible and achievable manner. The campaign ultimately resulted in successful media coverage, increased consumer engagement, improved sales, and heightened recognition as a salon-proven brand among Latinas.

The campaign spearheaded by Edelman allowed Suave Professionals® to reach Latinas in a meaningful way, allowing them to “rethink Suave” as a brand that truly indulges their red carpet desires into their everyday realities.

In this session you will learn:

• The objectives of this campaign
• The research/planning that was conducted for this campaign
• The strategy, execution and evaluation of success for this campaign