Thursday, August 21, 2014

Bicultural Campaigns Try to Lure Latina Millennial Mothers, With Mixed Success

Bicultural campaigns in traditional and non-traditional media are gaining popularity, as Hispanic millennial mothers become more and more attractive to marketers who are looking to unlock the secrets of their shopping habits.

Kimberly-Clark Corp. launched an online campaign in late spring 2014 called "Celebrate Family Unity," which focused on Latinas but maintained its gaze toward the general market audience. The consumer brand conglomerate elicited the assistance of Grammy-nominated singer-songwriter and mother of a 4-year-old girl Christina Milian, 32, as their spokeswoman, recognizing her mass appeal, and hoping that she could influence young mothers via social media.

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