Nativa used social listening and cultural research to learn how Hispanic consumers discuss tequila, cocktails, flavors, and brand loyalty online. The team studied over 54,000 tequila-related conversations, including nearly 10,000 from U.S. Hispanic audiences, to find out what sparked interest and engagement in the category.
The research indicated that Herradura had strong positive sentiment but was not as memorable as larger competitors. This presented an opportunity to focus on what made the brand unique: authenticity, craftsmanship, heritage, and its claim as “The World’s First Reposado.”
To bring the strategy to life, three Hispanic influencers created authentic Instagram Reel content featuring the Herradura Cantarito. These influencers were chosen because they already created food and drink content, which helped them naturally connect the cocktail to Hispanic culture, heritage, and everyday celebration moments. Each creator was prepared to showcase the Cantarito recipe, emphasize Herradura Reposado, and deliver a strong video that fit both their personal content style and Herradura’s campaign needs. Check out an example here.
Nativa also created an influencer content deck to ensure each post matched the brand’s message. This included guidance on product visibility, cocktail preparation, captions, responsible drinking language, FTC disclosures, brand approval, and performance reporting after posting.
