Social Determinants of Health

PBS Kids: Alma’s Way

Leveraging PR and influencer marketing, HCN's campaign featured "Mami" bloggers and highlighted Sonia Manzano, the voice of Rosie, a Latina girl from the Bronx, to generate significant media and social impressions.

The Goal

Promote the new Latina-centered series and increase visibility of PBS Kids among Latino parents and caregiver audiences.

The Strategy

The campaign focused on 100% PR and earned media, utilizing influencer marketing through “Mami” (Mommy) bloggers. It prominently featured Sonia Manzano to create a strong connection with the audience. Key efforts included media tours and interviews with show creators on various platforms, aiming to maximize reach and engagement.

The results

The campaign achieved 150 earned editorial placements with over 620 million impressions, 66 earned social media posts generating 12.3 million impressions, and 30 original influencer posts with over 64.6K views.

The deliverables

HCN produced a culturally driven playbook, talking points, and pitch materials including media advisories, bios, fact sheets, and sample questions. They provided spokesperson media training and organized media tours, securing interviews for show creators on radio, TV, and print. The influencer marketing strategy involved identifying, vetting, recruiting, and managing influencers to post content, significantly boosting the campaign’s reach and impact.