The challenge

In previous years Schwarzkopf got2b have been heavy investors in TV , which have been effective in building reach against their target audience, but engagement and integration has always come as an afterthought. They therefore needed to re-connect and re-establish themselves with their youth audience.

Key was to Increase awareness of the product range whilst reinforcing got2b’s position of creativity with inspiration and education pieces that engage with a youth audience. 

The Insight

Music and music video are a platform to showcase the latest trends – individual styles with hair featuring heavily with this.

Music, style & hair make up the millennial identity & showcase their creativity – they are intrinsically linked.

As influential, creative young people, got2be’s audience want to be on-trend, are heavy users of social media and want the brands they consume to be inspiring & relatable.

The Idea

The partnership aligned got2b with the Box Fresh strand, championing an emerging artist each month, which offered them a perfect platform to associate their brand with the freshest music and entertainment. Box created highly topical ‘how to’ content in the form of styling segment tutorials sitting within editorial and commercial, educating the viewers on how to get the hottest hairstyles of the moment using got2b products. 

Execution

Results

76% of those who recalled the campaign had taken some form of action

1in5 bought a Got2b product