Nativa was contracted by the Schwarzkopf consumer line to create better content positioning their hair products within the Hispanic market. Based on marketing data insights and observations from the research process, Nativa was tasked with making recommendations to improve involvement between the online Hispanic community and the Schwarzkopf brand.

Using a combination of internal research on competitive brands, social listening for trends among Hispanic consumers in the hair space, and more, Nativa created a robust strategy for the sophisticated hair brand. The team recommended focusing not solely on the Spanish language itself, but on the overall culture of Hispanics nationwide.

Nativa executed the strategy by:

• Conducting Internal Research: Analyzing competitive brands and trends among Hispanic consumers.
• Social Listening: Identifying key interests and cultural nuances in the Hispanic market.
• Emphasizing Culture: Focusing on the overall culture of Hispanics rather than just the language.

Nativa’s recommendations aimed at improving engagement between the Hispanic community and the brand resulted in Schwarzkopf using an authentic Hispanic approach to reach potential customers by creating culturally focused content. In the first 60 days of Hispanic-focused content Schwarzkopf social channels, the brand achieved a reach of nearly 300,000 consumers at a cost of roughly 10% of the cost experienced on general market content. An English language post about visiting the beach, targeting acculturated U.S. Hispanics reached nearly 30,000 Hispanic consumers and achieved the lowest cost per engagement (CPE) experienced by the brand that year.