Got2b: Influencer Management Campaign
Nativa ran a social listening and influencer seeding campaign for Got2b that produced a single user-generated Instagram video with over 25,000 organic engagements in one day.
Case in 60 seconds
Got2b did not know how Hispanic consumers felt about its hair products, and its marketers wanted engagement that read as authentic rather than advertised, which ruled out the paid message push a hair brand would normally reach for.
The campaign appears to turn on the fact that hair color and styling are already a live conversation among Latino social media users, so a brand that listens for those conversations can join one in progress rather than starting its own.
Nativa built the work around what it calls Nimble Response, a variation of the traditional Surprise and Delight approach, in which the brand reacts to people already talking about hair rather than recruiting them to talk about it.
Nativa used social listening to identify influential Latinos discussing hair color, styles and trends, then sent them personalized care packages of branded swag and hairstyle inspiration, and recipients posted their own content, largely on Instagram.
Nativa reports that 49% of social media users who received branded care packages created UGC posts, averaging 1.6 posts per care package, and that one user-generated Instagram video garnered over 25,000 organic engagements in just one day.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
Partners
- Nativa (lead_agency)
Participation mechanic
- Recipients of the personalized care packages of branded swag and hairstyle inspiration created and posted their own content about the brand, with many posting multiple times.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average posts per care package | This led to an average of 1.6 posts per care package, significantly boosting Got2b's organic reach and brand visibility within the Hispanic community. | reach |
| organic engagements on a single Instagram video | A single user-generated Instagram video from a 19-year-old aspiring singer and college student from California garnered over 25,000 organic engagements in just one day. | engagements |
| share of care package recipients who created UGC posts | 49% of social media users who received branded care packages created UGC posts for the brand, with many posting multiple times. | performance |
Why Nativa's strategy worked
- 1
Seeding product to people already discussing a category converts at a rate worth planning against, because Nativa reports 49% of care package recipients posted, which makes the gift itself the brief rather than a contract with the creator.
- 2
An average of 1.6 posts per care package suggests that unbriefed recipients often post more than once, so a seeding programme's output is better modelled per package than per person.
- 3
The single 25,000 engagement video came from a 19-year-old singer and student rather than a named professional creator, which reads as evidence that audience composition matters more than follower scale in this mechanic.