Henkel Consumer Goods, Inc. (Henkel) engaged Nativa, their Hispanic Agency of Record, to establish a Hispanic marketing strategy for several of their best-selling brands, including Dial, Gliss, göt2b, Renuzit, Schwarzkopf, and Tone. Henkel, recognizing the importance of a strong commitment to the Hispanic community for continued growth and success, aimed to avoid common Hispanic marketing missteps, such as stereotypical approaches or assuming all Hispanics speak Spanish.

Nativa utilized O.Y.E. technology, a proprietary social listening platform, to set a benchmark at project kickoff, allowing each brand to gauge their standing in online conversations among Latino consumers. The platform monitored Hispanic online conversations daily, evaluating how Henkel’s Hispanic marketing activities influenced overarching goals like share of voice (SOV) and sentiment.

Nativa’s strategy involved several key components:

• Benchmarking and Monitoring: Using O.Y.E. technology to track Hispanic online conversations.
• Targeted Campaigns: Avoiding the need for separate Spanish language social channels, effectively targeting Hispanic consumers through existing general market channels.
• Content Strategy: Sharing content, including dark posts, on a monthly basis to engage the target audience.

Due to these marketing efforts, Hispanic consumers can easily find and engage with each brand, regardless of the language they speak. Nativa determined that there was no need to create separate Spanish language social channels, as Hispanics were effectively targeted using existing general market channels. Content shared and liked heavily at significantly lower costs compared to similar general market campaigns.