Castrol Motor Oil enlisted Nativa to develop and manage a social media platform tailored to Spanish-speaking US Hispanics. Through surveys and point-of-sale data, Castrol identified that Hispanic consumers showed a strong interest in soccer and a tendency to maintain their vehicles for extended periods, surpassing that of the general market. Nativa was tasked with creating a strategy to effectively engage these fans and customers through social media.

Nativa researched the best methods to organically grow Castrol’s social media presence as a hub for US Hispanic soccer and car enthusiasts. Leveraging Castrol’s sponsorship of Major League Soccer (MLS), the US Men’s National Soccer Team, and the Mexican Men’s National Soccer Team, Nativa developed and executed a 60-day content calendar. This calendar featured posts about upcoming games and events, alongside engaging elements such as giveaways, quizzes, and puzzles for soccer fans. For car enthusiasts, Nativa promoted Castrol High Mileage motor oil and shared easy-to-read car maintenance tips in Spanish, designed to resonate with the target audience.

Nativa’s strategic efforts included:

• Organizing a 60-day content calendar to engage Hispanic soccer fans around MLS and national team events.
• Offering interactive content like quizzes and giveaways to foster engagement.
• Creating content for car enthusiasts that highlighted Castrol High Mileage motor oil and offered car maintenance advice.

Castrol Español saw impressive organic growth on both Facebook and Twitter. During the campaign, 6% of Castrol’s Hispanic Facebook fans were actively engaged with the page, far surpassing the 1.5% engagement rate on Castrol’s general market page. Through Nativa’s efforts, Castrol Español not only became a recognized part of the Hispanic soccer community but also successfully contributed to discussions around MLS playoffs and upcoming US and Mexico national soccer team games.