Abbott enlisted Nativa to provide insights into baby formula preferences among Spanish-speaking Latina mothers. In addition to analyzing discussions about Abbott’s own products, Nativa was tasked with examining conversations around major competitors, including private-label brands like Target, Walmart, and Costco. The team was also asked to explore digital trends related to brands targeting this same demographic.
Nativa utilized Abbott’s in-house social listening tool alongside additional data from other sophisticated monitoring platforms to track Hispanic conversations across social media and Latina mom forums like Baby Center Español. Each report delivered to the Similac team offered a detailed analysis on key topics, including how babies respond to different formulas, mothers’ reactions to new products, and their primary concerns and preferences regarding price, ingredients, and online recommendations.
Nativa’s research provided Abbott with actionable insights to enhance its marketing strategy for Similac. By tapping into digital trends and influencers, Abbott was able to strengthen its connection with Latina moms, ensuring the brand’s messaging resonated authentically within the community while addressing their specific concerns and preferences.
Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content
