The company’s “#100PorCientoTu” campaign is a social and digital effort that highlights influencers within the Hispanic/Latino community (such as celebrity stylist Leonardo Rocco, groomer-to-the-stars Marcos “Reggae” Smith, and model Denise Bidot) to share their personal- and beauty-care tips.

“Latinos are trendsetters, whose personal style is their unique calling card,” Claudia Trujillo, senior brand manager, multicultural, for Unilever U.S., tells Marketing Daily. “With the #100PorCientoTu campaign, we want to celebrate the diversity and dynamism of the Latino community in the U.S., especially among millennials, whose identity is deeply tied to their culture, self-image and aspirations.”

Their efforts, which will include paid and native elements, will point consumers to a dedicated website, 100PorCientoTu.com, to learn about these influencers’ styles and tips. The campaign will feature examples and tips using products from Unilever’s broad portfolio of brands including Axe, Caress, Dove, Pond’s, Suave, Tresemme and Degree.

“Latinos are highly connected online, and social channels are where they’re engaging with brands, through peer to peer recommendations or more likely sharing with their family and friends,” Trujillo says. 

In addition, the company is sponsoring a series of Latin music concerts across the country, beginning with Nicky Jam’s The Fenix Tour, which began earlier this month.

Though the U.S. Hispanic population can encompass a number of backgrounds and cultures, ranging from Mexico, Central and South America, and second- and third-generation naturalized families, Trujillo notes the effort taps into some shared passions — notably music and fashion — to appeal to a broad audience.

“At Unilever, we’ve adopted a total market approach to reaching Latino consumers, recognizing that there is a wide range of nuance when connecting with Latinos,” she says.  “Our success in reaching all consumers is driven by consumer insights. These insights allow us to develop branded campaigns that are relevant and resonate with the realities of our target audiences.”