Gliss: Hispanic Consumer Engagement Through Social Listening
Nativa ran a social listening and influencer gifting program for Gliss that produced over 100 user-generated content posts among Hispanic beauty audiences in 60 days.
Case in 60 seconds
Gliss wanted to reach Hispanic consumers with its hair product line in a cutting-edge way, which meant the brand needed an entry point into an audience conversation it had not yet established a presence in.
The campaign appears to turn on the finding that Hispanic consumers were already discussing hair health and shine with new products, so a brand that responded to those conversations could arrive as a participant rather than as an interruption.
Nativa's Nimble Response program treated social listening as a targeting mechanism rather than a research report, using live conversation about hair topics to decide which individual consumers received a branded care package.
Bilingual analysts at Nativa monitored social media for influential Latinos discussing hair topics and sent them branded care packages containing products and ideas, with recipients posting about the brand on Instagram, including a Miami influencer with 326K followers and an LA influencer with 526K followers who shared several Instagram stories.
Nativa reports that in the first 60 days over 100 UGC posts were created, accounting for more than 27,000 consumer engagements and over 150,000 total possible impressions, with an average of 1.5 posts per care package.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
Partners
- Nativa (lead_agency)
Participation mechanic
- Consumers identified through social listening received unsolicited branded care packages and chose whether to post about them, so the volume of content depended on recipients electing to create it.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| consumer engagements | more than 27,000 consumer engagements | engagements |
| engagements on a single Instagram post | received 2,500 engagements alone on the post | engagements |
| posts per care package | an average of 1.5 posts per care package | performance |
| total possible impressions | over 150,000 total possible impressions | impressions |
| user-generated content posts | over 100 user-generated content (UGC) posts were created by fans of the Gliss brands | performance |
The Work
Why Nativa's strategy worked
- 1
Gifting programs can be measured as a conversion mechanic rather than a reach buy, because Nativa reports half of recipients posted and an average of 1.5 posts per care package, which ties output to packages sent rather than to audience size.
- 2
Listening conducted at project initialization appears to have set the product territory, since the hair health and shine finding is what the care packages and the resulting posts were built around rather than a brand message decided in advance.
- 3
Bilingual analysts reading conversation in language look like the operational condition for this approach, because identifying which Latino consumers were worth responding to depends on judgement about the conversation rather than on follower thresholds.