In an effort to reach a more diverse consumers base, Unilever created a bilingual social media campaign called '#100PorCientoTu.' Merging music and style with strong messages about self-expression, the campaign aims to popularize Unilever's Personal Care brands among Hispanic consumers.
The #100PorCientoTu campaign is a new social media campaign for Unilever brands such as Dove, Caress and Axe. As part of the campaign, the company enlisted the help of Latin influencers such as plus-size model Denise Bidot, celebrity barber Marcos 'Reggae' Smith and stylist Leonardo Rocco. Each influencers offers beauty and grooming advice on the campaign's English language website to help the brand better connect with young, multicultural consumers.
By focusing on themes of culture, self-image and individuality, the campaign speaks to the company's rapidly changing consumer base. As Unilever's brand director Brian Critz explains, "With the #100PorCientoTu campaign, we want to celebrate the diversity and dynamism of the Latino community in the U.S., especially among millennials."
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