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 analysis revealed several key insights:

• Latina moms commonly use formula as a supplement rather than the primary nutrition source for their babies.
• Unlike some demographics, Latina moms generally do not hold negative stigmas about formula feeding due to the demands of busy lifestyles and concerns for babies with sensitive stomachs.
• Spanish-language Twitter conversations, particularly among Latina mom bloggers, are heavily influenced by coupon sharing and promotions.

Based on these findings, Nativa recommended a strategy for Similac to engage with key industry influencers and better inform Spanish-speaking mothers. This strategy emphasized positioning Similac with an authentic, culturally sensitive approach.

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.