Todobebe, Inc. has 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% 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% (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.”

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