NEW YORK: Unilever, the FMCG giant, is working with various influencers as it seeks to deepen the engagement of Hispanic consumers with its slate of personal care products.

The company recently unveiled an effort featuring celebrity style mavens like Leonardo Rocco and Marcos "Reggae" Smith, as well as model Denise Bidot, and which features brands such as AXE, Dove, Suave, TRESemmé and Degree.

More specifically, the "#100PorCientoTu" initiative will use paid and native messaging on digital platforms to spread the word and drive traffic back to a dedicated campaign website.

"Latinos are trendsetters, whose personal style is their unique calling card," Claudia Trujillo, senior brand manager/multicultural at Unilever US, told MediaPost.

"With the #100PorCientoTu campaign, we want to celebrate the diversity and dynamism of the Latino community in the US, especially among millennials, whose identity is deeply tied to their culture, self-image and aspirations."

This demographic also overindexes when it comes to using digital media, meaning a campaign primarily based around new media was a logical choice.

"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," said Trujillo.

Unilever's marketing, she added, aims to recognise the wide mix of cultural backgrounds and distinct preferences characterising the Hispanic audience, while simultaneously tapping points of shared interest.

"At Unilever, we've adopted a total market approach to reaching Latino consumers, recognising that there is a wide range of nuance when connecting with Latinos," Trujillo argued.

Coupled with a desire for self-expression, music typically meets the description of a widespread passion point. In response, Unilever is sponsoring concerts by popular artists such as Nicky Jam.

Data sourced from MediaPost; additional content by Warc staff