Cotton "Now You Know" Campaign Targets Mexican Consumers
Cotton Council International (CCI) and Cotton Incorporated have launched a cotton generic campaign in Mexico, a leading fashion market in Latin America, to increase awareness of and preference for cotton among Mexican consumers.
Mexico is already a top export customer of U.S. cotton -- it imported 871,000 U.S. bales in the 2014/15 marketing year, with a U.S. market share of 100%.
The "Ahora Lo Sabes" ("Now You Know") digital campaign will feature well-known Mexican celebrities as spokespeople for cotton. It will include a website, Facebook page, Twitter feed and blog presence, using video, key influencer discussions and a range of engaging content about cotton’s benefits and uses.
According to studies carried out prior the campaign launch, cotton is the preferred fiber among Mexican consumers for its functional benefits such as comfort, softness and quality. Furthermore, Mexican consumers spend about three hours per day on social media sites and social media usage is higher among younger consumers who account for almost half of the Mexican population.