HITN Learning

HITN Learning, an educational division of the leading nonprofit Spanish-language TV network HITN, wanted to build awareness about its educational Cleo & Cuquin Family Fun! Kits and Apps during Hispanic Heritage Month.

The client organized a series of seven educational, in-store events at Barnes & Noble across key US Hispanic markets and sought TMM’s services to drive attendance and boost product discovery and purchase consideration at each location.

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TMM designed a PR strategy to complement the series of in-person consumer-facing activations with aggressive local media outreach and a robust influencer campaign targeting millennial Latina moms with preschool-age children in each market – California, Texas, New York, and Florida.

Leveraging the media’s increased interest in bilingual education during Hispanic Heritage Month, the team focused on communicating the benefits of the Cleo & Cuquin Family Fun! Kits and Apps to reinforce bilingual education at home.

Dr. Mariana Diaz-Wionczek, a recognized bilingual education specialist, was designated as the lead expert voice at the events and media engagements, allowing the PR team to offer a credible and knowledgeable spokesperson to outlets seeking interviews on the topic of raising bilingual children.

On the influencer marketing front, a total of 26 micro / nano-influencers and influencer networks were enlisted to help spread the word and drive relevancy by promoting the events and sharing product reviews of the kits.

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