P&G’s Charmin brand sought to understand how Hispanic consumers felt about their product and their “Enjoy the Go” advertising campaign. The goal was to monitor online conversations across social media, websites, and forums to measure Hispanic sentiment toward the Charmin brand. Based on insights and observations gathered during this process, Nativa was tasked with providing recommendations to enhance Charmin’s engagement with the online Hispanic community.

Over a six-month period, Nativa utilized advanced online listening tools to track and analyze all relevant conversations surrounding Charmin within the Hispanic community. This included monitoring conversation volume, sentiment, key social platforms, and drivers of discussion. The Nativa team compiled monthly reports that provided detailed insights into the Hispanic audience’s perceptions, supported by strategic recommendations for Charmin’s marketing team.

Key components of the approach included:

• Monitoring conversations in both Spanish and Spanglish to capture a broad understanding of sentiment.
• Tracking the popularity of the Charmin bears among Hispanic consumers compared to the general population.
• Providing actionable insights based on data trends, sentiment analysis, and cultural references.

The analysis revealed a significant cultural affinity for Charmin within the Hispanic market, especially toward the brand’s iconic Charmin bears. Hispanic consumers integrated the brand into their everyday conversations, often using terms like “abrazos Charmin” (Charmin hugs) to describe a warm embrace, and teenage girls affectionately referred to their boyfriends as “osito Charmin” (little Charmin bear). The research showed a deeper emotional connection between the Hispanic market and Charmin’s ad campaign compared to the general population.

Impressed with the findings, Charmin used these insights to guide future Hispanic marketing communications, ensuring that the brand’s unique bond with this audience continued to grow.