Laundry symbols are confusing, especially for young Hispanics doing their own laundry for the first time. Ensueno partnered with the most trusted laundry experts—Abuelas—to create a mobile tool that simplifies laundry care with charm and cultural relevance.

Case Film Abuela Tag Reader

Laundry care symbols are often confusing and hard to understand, particularly for young Hispanics navigating laundry care for the first time. This lack of understanding can lead to mistakes in laundry care and frustration.

The idea was inspired by the cultural significance of Abuelas as trusted sources of wisdom and guidance in Hispanic families.

Ensueno created the Abuela Tag Reader, a mobile-commerce tool that allows users to scan laundry tags and receive charming, simple explanations of care symbols from an Abuela’s perspective. The tool provided over 40 customized explanations and included offers redeemable at HEB to encourage product use.

The Abuela Tag Reader campaign achieved remarkable success, resonating strongly with its target audience. The tool attracted over 40,000 active users, demonstrating its widespread appeal and utility. As a result, Ensueno experienced a 23% growth in buyers, showcasing the campaign's effectiveness in driving customer acquisition. Additionally, online sales saw an impressive 76% increase, highlighting the campaign's impact on boosting product demand and engagement.

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