#MyHairAMiModo was able to successfully build credibility for Dove within the Latina hair space. By using a combination of a diverse strategy of touchpoints (across platforms, partners, and placements) and provocative storytelling, Dove was able to create an emotional connection with Latinas in the U.S. #MyHairAMiModo made this audience feel seen and heard, from sharing all-too-real stories from Latina creators, to the use of Spanish/Spanglish content on channels they already use, Dove is now positioned to speak more deeply to this audience in future campaigns.