Gliss approached Nativa with an interest in reaching the Hispanic community in cutting-edge way with their hair product line. Through social listening research conducted at project initialization, Nativa identified that Hispanics were interested in keeping their hair healthy and maintaining its shine with new hair products.
Nativa employed their Nimble Response program, a twist on the traditional Surprise & Delight methodology. Bilingual analysts at Nativa identified opportunities to delight influential Latinos who discussed hair topics on social media. This approach provided Gliss with a chance to brighten consumers’ days by sending them branded care packages filled with fun ideas and products.
In the first 60 days of the Nimble Response program, over 100 user-generated content (UGC) posts were created by fans of the Gliss brands, accounting for more than 27,000 consumer engagements and over 150,000 total possible impressions. Half of the social media users who received branded care packages created content posts for the brand, with many posting multiple times, leading to an average of 1.5 posts per care package.
One Miami influencer posted an excellent image of the brand to her 326K followers and received 2,500 engagements alone on the post: https://www.instagram.com/p/BU4v4l9DNHY/?taken-by=barbiemuriel
This LA influencer shared several Instagram stories to her 526K followers about her positive experience with the Gliss brand: https://www.instagram.com/biancakmiec/
Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content
