Woman in a white T-shirt sprays oil from a gold bottle onto her long dark hair, reflected in a round bathroom mirror
Submitted by Nativa

Gliss Nimble Response Care Package Program

Influencer Marketing

Nativa used its Nimble Response social listening program to send Gliss care packages to Latinos discussing hair online, and reports more than 27K consumer engagements in return.

27KConsumer Engagements
150KPossible Impressions

Case in 60 seconds

Gliss approached Nativa wanting to reach the Hispanic community with its hair product line in a cutting-edge way, so the brief turned on finding a route into that audience as much as on presenting the products themselves.

Nativa's social listening found Hispanic consumers interested in keeping their hair healthy and maintaining its shine with new products, so Latinos already discussing hair online were the right recipients because Gliss answered what they were talking about.

The organizing idea was Nimble Response, which Nativa describes as a twist on Surprise & Delight, turning social listening into a trigger for unannounced gifting to Latinos already discussing hair rather than a pre-selected roster of partners.

Bilingual analysts at Nativa monitored social media for influential Latinos discussing hair topics, and Gliss sent them branded care packages filled with products and ideas, after which recipients, including a Miami influencer and an LA influencer using Instagram stories, posted about the brand.

Nativa reports over 100 user-generated content posts in the first 60 days, accounting for more than 27,000 consumer engagements and over 150,000 total possible impressions. The agency also reports that half of care package recipients posted, averaging 1.5 posts per care package.

Strategy Breakdown

Hispanic consumers, and specifically Latino beauty enthusiasts and influential Latinos who discussed hair topics on social media.
Gliss played the role of an unexpected gift rather than an advertiser, since the page frames the care packages as a chance for the brand to brighten consumers' days with fun ideas and products.
Nativa's listening found Hispanic consumers interested in keeping hair healthy and maintaining its shine with new products, so a hair care package landed with people who were already open to trying something new.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Nativa

Participation mechanic

  • People who received the branded care packages took part by creating user-generated content posts about Gliss on their own social accounts, with many of them posting more than once.

Results & Evidence

MetricValue
Consumer Engagementsmore than 27K engagements
Possible Impressionsover 150K possible impressions

The Work

InstagramInstagram post

Why Nativa's strategy worked

  1. 1

    Listening before gifting lets a brand choose recipients by what they already talk about rather than by follower scale, so the product arrives as an answer to a live conversation, which Nativa reports turned half of recipients into posters.

  2. 2

    Surprise gifting can produce repeat content rather than single mentions when the product matches the recipient's stated interest, because Nativa reports many recipients posting multiple times, at an average of 1.5 posts per care package.

  3. 3

    Bilingual analysts are a working requirement for multicultural listening rather than a nice extra, because identifying which Latino conversations concern hair care depends on reading those conversations in the language they happen in.

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