Todobebe Boosts Advertisers’ Reach with Popular Viva la Familia Fiesta - MarketWatch

Posted on: September 29th, 2008
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Tags: Todobebe
Knowledge is Power!

Participation Exceeds Forecast by 60 Percent
Todobebe, Inc., one of the world’s leading parenting multimedia brands, today announced the results of its second annual Viva la Familia Fiesta program, a multimedia campaign and one-day event targeted to Hispanic mothers and families. Nielsen audit results confirm participation exceeded expectations by more than 60 percent with 10,000 moms enrolling as “party hosts” and an estimated 170,183 attendees joining in celebration of motherhood. The Viva la Familia Fiesta initiative extended its reach far beyond the top Hispanic DMA’s into more than 150 cities to become the largest known national event for families to date.
“This year’s fiesta resulted in a 1,500 percent (15x) participation increase from our inaugural event last year,” said Cynthia Nelson, COO of Todobebe. “The exponential audience growth was even greater than we expected and reflects the excitement in our community for the chance to celebrate together with friends, family and neighbors who are in the same life stage of expecting and raising young children. We are currently in planning to expand the opportunity to allow more families and advertisers to participate in 2009.”
The Viva la Familia Fiesta day was the culmination of a 60-day, multimedia campaign using TV, radio endorsements, digital promotions, magazine, and door to door media to drive event participation, garnering more than 95 million total consumer impressions.
“We wanted to bring our different media together to achieve scale without losing the personal connection we have with families,” said Lois Mosgrove, VP of Marketing. “From television entertainment and in-home experiences to magazine content and online community generation and research, we provided our sponsors P&G, Nestle and the March of Dimes a chance to reach consumers in an entertaining, relevant and integrated way at every touch point.”
To further engage mothers, participating families received special Todobebe and sponsor-branded celebration boxes that included products, special offers, party favors and DVDs with videos and activities. Hosts were also able to use Todobebe’s fiesta website to create their own party pages, invite their friends, participate in daily contests, upload photos and videos and participate in branded activities. In addition, over 4,000 moms submitted their stories for the chance to participate in Todobebe’s “Viva La Familia” TV show, now airing every Saturday at noon on the Univision Network.
In conjunction with Nielsen, Todobebe obtained key quantitative research statistics and demographics about the Hispanic mom market, including brand awareness, retail buying preferences, Internet usage, family activities, household income, family size and more.
About Todobebe
Todobebe is the global family brand and multimedia company dedicated to the adventures of parenting. Todobebe provides expert advice and unlimited child-rearing content to millions of Hispanic families via broadcast, print and digital outlets, as well as promotional events. Founded in 1998, Todobebe has grown to become the trusted resource and partner for advertisers seeking to reach one of the largest markets today.
For more information, please visit client.todobebe.com/corporate. “