Usual DIY home colorations create a lot of mess. The color doesn't stay where it is supposed to be and drips all over the place. Which makes you sit still and makes you lose 40-60 min of your valuable time. To make lives easier in times of Covid19 where you just can't go to the hairdresser got2b developed a special gel coloration that doesn't drip: got2b GELiked.

We were asked to advertise the new product to the young target group. got2b should be perceived as a trendsetter, inspiring and lifestyle brand. Change brand perception of non-user's and convince them by product quality & colors of got2b portfolio.

The idea lies in the product itself. GELiked: A gel with no dripping, no drops. It is a promise that sounds like a hip-hop song, and that's exactly what became the main ingredient of our campaign. For an authentic sound, we cooperated with an underground producer and a young artist who not only masters cloud rap but is also part of our target group and thus speaks exactly their language.

How do you attract the attention of a young target group to an innovative product? Especially in a category where advertising is dripping with packshots, demos and benefits. The strategy was to put all these benefits in a rap song and make it look instagramable with a fresh illustration style. So we delivered our message in the way our target group communicates and didn't scream advertising in their face. With online challenges, gif's and how-to's, we got their attention on multiply channels.

The target group: 18- 35-year-old, spontaneous, outgoing and adventurous young woman with strong self-will and strong opinions. She is very experimental in trying new products but also likes to be inspired by new trends.

We cooperated with an underground producer and a young artist who not only masters cloud rap but is also part of our target group and thus speaks exactly their language. She became the voice of GELiked and, along with other female influencers, the campaign's face. We released the song of the hip-hop video on Spotify, spread it along with our message via a TikTok challenge, and complemented the campaign with how-to's, gifs, and boomerangs.

On top of that, we added fresh illustrations in the executions to underline the product benefit even more and made all that fit our 2020 raw, uncensored look & feel of the main got2b brand campaign.

Channels: Instagram, Facebook, Tik Tok, YouTube, Pinterest, Spotify

A reach of 21.3 Mio with a very humble invest.