Got2b approached Nativa to better understand how Hispanic consumers felt about their hair products. The brand’s marketers sought a data-driven and authentic campaign to organically engage this audience. Nativa was tasked with developing a strategy to effectively communicate with Hispanic consumers via social media, aiming to foster meaningful connections with potential fans and customers.

Nativa implemented its “Nimble Response” strategy, a variation of the traditional Surprise & Delight approach, to engage influential Latinos discussing hair color, styles, and trends on social media. This approach allowed Got2b to connect with Hispanic consumers by sending them personalized care packages filled with branded swag and hairstyle inspiration. These interactions helped cultivate genuine excitement and fostered organic engagement with the brand.

Key highlights of the campaign include:

• Personalized care packages were sent to influential Hispanic social media users who frequently discussed hair products and styles, encouraging authentic brand interaction.
• This strategy provided Got2b with opportunities for everyday engagement, delighting users with unexpected gifts while promoting user-generated content (UGC).

Got2b saw exceptional results from its Hispanic consumer engagement:

• A single user-generated Instagram video from a 19-year-old aspiring singer and college student from California garnered over 25,000 organic engagements in just one day.
• 49% of social media users who received branded care packages created UGC posts for the brand, with many posting multiple times. This led to an average of 1.6 posts per care package, significantly boosting Got2b’s organic reach and brand visibility within the Hispanic community.