Submitted by Nativa

FUD: Hispanic Influencer Engagement Through Social Media

Nativa built organic Hispanic influencer engagement for food brand FUD, and reports more than 10,000 engagements and 670,000 impressions during one month of the campaign.

including a livestream video on Facebook that had over 10,000 viewsFacebook livestream views
During one month, the Multicultural Surprise & Delight campaign generated more than 10,000 engagements and 670,000 impressions.impressions
MasterChef Latino contestant with 13.3K followers posted for the brand.influencer follower count
One user-generated Instagram video post from a Hispanic influencer with 77K followers posted 33 times for the brand on her social media channels including a livestream video on Facebook that had over 10,000 views.posts by one influencer for the brand

Case in 60 seconds

FUD wanted organic brand awareness among Hispanic consumers rather than declared advertising, which left Nativa to work out how to reach potential customers and brand ambassadors on social media in a way that would read as authentic.

The campaign appears to turn on the observation that Latino consumers who already post about food and recipes will talk about a product they receive and enjoy, because the conversation is theirs rather than the brand's to script.

Rather than briefing creators on a message, Nativa treated the product itself as the prompt, delighting influential Latino food voices with something worth showing so the posting would come from them.

Nativa identified influential Latino consumers who talk about food and recipes on social media, sent them personalized boxes of swag and coolers of FUD meats and cheeses, and ran monthly giveaways to drive repeated engagement across Instagram and Facebook.

Nativa reports one Hispanic influencer with 77K followers posted 33 times for the brand including a Facebook livestream with over 10,000 views, and reports more than 10,000 engagements and 670,000 impressions during one month.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Hispanic consumers, and specifically influential Latino social media users who talk about food and recipes, treated as both potential customers and brand ambassadors.
Hispanic food conversation on social media is already fluent and creator-led, so a brand entering it with declared advertising risks reading as an outsider, which is why the work started with a gift rather than a brief.
Packaged meats and cheeses are hard to demonstrate in a post without someone cooking with them, so Nativa put the product in the hands of people whose feeds are already about food.
FUD supplied the product as the campaign asset itself, with personalized swag and coolers of its meats and cheeses standing in place of a message the creators were asked to carry.
Based on the available evidence, the campaign assumes that a creator who receives something usable will post more than once, which the reported 33 posts from a single influencer supports.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram

Partners

  • Nativa (lead_agency)

Participation mechanic

  • Influencers received personalized swag boxes and coolers of FUD meats and cheeses, and monthly giveaways extended participation to their followers.

Results & Evidence

MetricValueResult type
Facebook livestream viewsincluding a livestream video on Facebook that had over 10,000 viewsvideo_views
impressionsDuring one month, the Multicultural Surprise & Delight campaign generated more than 10,000 engagements and 670,000 impressions.impressions
influencer follower countMasterChef Latino contestant with 13.3K followers posted for the brand.follower_growth
posts by one influencer for the brandOne user-generated Instagram video post from a Hispanic influencer with 77K followers posted 33 times for the brand on her social media channels including a livestream video on Facebook that had over 10,000 views.video_views

Why Nativa's strategy worked

  1. 1

    Product seeding into a food category rewards physical generosity, because a cooler of meats and cheeses gives a food creator something to cook with and photograph repeatedly rather than a single unboxing moment.

  2. 2

    Repeat posting appears to come from repeat reasons to post: the monthly giveaways gave the same creators fresh occasions, which is one reading of how a single influencer reached 33 posts for one brand.

  3. 3

    Casting on cultural fit rather than follower scale is visible in the mix, where a MasterChef Latino contestant with 13.3K followers sits alongside a creator with 77K and both are presented as campaign evidence.

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