Sign up or log in to see what your friends are attending and create your own schedule!

View analytic


PR CASE STUDY: The Award-winning ‘Suave Professionals Desfilando Contigo’ Campaign
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #suave

    - 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


    Type PR

Sign up or log in to save this event to your list and see who's attending!


Get Adobe Flash player