Unilever‘s Suave Kids Body Wash brand launched its “Wash Them Grow” campaign this week, targeting moms. The company is using social media, e-mail blasts and the Suave.com homepage to drive users to WashThemGrow.com. On the microsite, users can enter a sweepstakes to win an eight-day, seven-night trip to Orlando, FL, hotel accommodations and tickets to a yet-to-be-determined theme park.
Naomi Cohen, brand manager for Suave, said via e-mail that the campaign targets moms ages 25 to 44 with kids age three to nine.
To enter the sweepstakes, users must disclose their first and last name, e-mail address, mailing address, date of birth and gender. At that point, they can opt out of receiving samples, information and other offers from Suave and other Unilever brands. They can also opt to receive this information from the Suave brand only.
Users are also required to enter which Suave products they use and how often they do so. They can then enter optional information like marital status, ethnicity, age of children and how they heard about the promotion.
After that, users can play the Wash Them Grow game, in which they answer daily trivia questions about children’s issues. Each one they get correct causes their virtual baby to grow onscreen.
On the microsite, users can also get bath tips from other parents and enter friends’ names and e-mail addresses to inform them about the sweepstakes. For each friend who enters the sweepstakes, the original user receives an additional entry.
“Almost all moms use body wash on their infants; however, as their child grows, many transition to bar soap,” Cohen said. “The benefit of [using] trivia is that it creates multiple opportunities to drive home messaging and highlight product features…and remain on the consumer’s top-of-mind awareness.”
Suave is also hosting in-home parties for mom bloggers. In February, it will host a Twitter party to drive users to the sweepstakes. The campaign, which launched January 18, will run through February 22.
Suave developed the campaign with agency Mindshare, which is Unilever’s media-buying AOR.
Mindshare would not comment on the campaign, saying that it needs client permission to do so.
