Best Multicultural/Ethnic Campaign
SCOTT® “Pasa el Buen Rollo de Costa a Costa”
Agency: MASS Hispanic
Client: Kimberly-Clark, SCOTT® Brand
To increase loyalty and drive cross-category purchase, SCOTT created the “Pasa el Buen Rollo de Costa a Costa” (Let the Good Vibes Roll from Coast to Coast) to encourage consumers to share their positive feelings in a “chain reaction” of good vibes across the nation.
Leveraging its “dichos” (common-sense Spanish proverbs collected in a previous campaign), SCOTT asked consumers to pass along simple ways of how they apply them to everyday aspects of their lives.
The campaign centered around a tour of community-center-hosted events in Los Angeles, Houston, Chicago and New York. Sampling, coupons, premiums, music, games and food were provided while consumers shared their good times in Buen Rollo (“good vibe”) teams.
The program launched via a PR event during which a 12-foot SCOTT roll piñata was broken to release Buen Rollo fortune cookies. Spokesperson Dra. Isabel partnered with local radio talent to deliver key messages and engage fans. Following each event, the Buen Rollo traveled on-air to the next market, with a symbolic, formal handoff from the radio host in current market to the host in the next.
Storefront events drove shoppers to share their Buen Rollo for premiums, gifts-with-purchase, samples and coupons. On-package coupon stickers announced that $0.20 of each purchase went to a local community center educational benefit. Family Dollar used radio and TV to encourage people to call a toll-free number to spread their Buen Rollo for a chance to win a televised Pantry Check at home, plus $500 in Family Dollar gift certificates. Family Dollar also hosted Share Your Buen Rollo sweepstakes to win six months of home payments and launched the retailer’s first ever Spanish online microsite.
To continue the “chain” in cyberspace, a minisite encouraged consumers to share their Buen Rollo to win $100, plus $100 for the person they shared with. Ten Spanish newspapers featured vignettes by seven local celebrities, chained across the U.S., sharing how they applied
sensible ideas to their everyday lives. Consumers were invited to comment and share. The program was backed by banners, e-blasts and print ads.
The chain held. In addition to more than 101.3 million PR impressions, 19,000 consumers shared their Buen Rollos; select accounts accepted mixed tissue/ towel pallets for the first time, and sold out, and measured markets that received dedicated retailer support saw 2-9 percent growth over the previous 13 weeks.
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