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Industry
CPG - Personal Care
Challenge
Drive awareness with women aged 18-44 and increase consideration through content showing göt2b Curled in action.
Results
This partnership between neo-soul artist UMI and göt2b Curled captivated Gen Z and young millennial audiences and boosted awareness for the product line.
Objectives
Awareness, Engagement, Consideration
“...excellent to work with. They go above and beyond on all our Henkel campaigns, each campaign surpassing the next. Have been working with MAX for 2+ years now, our clients love the program and your customer service is superb.”
The Challenge
Max was challenged to create an integrated campaign that ladders back to the got2b core brand purpose of emboldening unapologetic self-expression through purpose-driven, emotionally relevant activations.
The goal was to drive widespread awareness and product trial of the brand-new göt2b Curled product line showcasing benefits mapped to different hair types.
- Drive awareness for göt2b Curled with Gen Z and young millennials, aged 18-44.
- Drive engagement through exciting social content that shows göt2b Curled in action.
- Identify and partner with an artist who genuinely loves her curls and the göt2b Curled product lineup.
The Solution
By partnering with UMI, an artist celebrated for her authentic style, natural beauty, and powerful message of self-love, the brand integrated göt2b Curled into a lifestyle that resonates with the target demographic.
UMI's genuine enthusiasm for embracing and enhancing her natural curls provided a credible and aspirational voice for the brand. This collaboration elevated göt2b Curled from a product to a symbol of confidence and individuality, solidifying its relevance and appeal with a crucial consumer segment.
Targeted Media
Engaging content featured UMI talking about her curls journey and how she can be proud and embrace her curls with the help of göt2b Curled.
Landing Page and Sweeps
Social content clicked through to a landing page where fans could sign up for an UMI VIP experience and learn more/buy göt2b Curled.
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VIP Fan Flyaway Experience
One winner and a guest received a VIP flyaway experience, including:
- Travel and accommodations for a one night stay in LA
- One yoga, breathing & meditation class hosted by UMI
- got2b prize pack
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Signed UMI merch
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The Results
This partnership between neo-soul artist UMI and göt2b Curled captivated Gen Z and young millennial audiences and boosted awareness for the product line.- Viewers watched an average of 1:27 seconds (82%) of the video despite the 5-second skip option.
- The campaign generated a YouTube Pre-Roll View Rate of 31.11%, which is 1.2x higher than the benchmark
Brand Lift Study
MAX implemented a forced exposure study to measure Awareness, Favorability, and Consideration among key target audiences for göt2b.
MAX utilized leading consumer survey/market research company Prodege to recruit participants matching the campaign’s target audience. Prodege administered the questionnaire, collected data, and used their analytics capabilities to ensure authentic, quality responses.
Key Learnings:
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Exceptional Awareness: The UMI creative drove a +56 point lift in Unaided Awareness, proving it broke through and positioned got2b Curled top-of-mind.
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High Purchase Intent: This awareness translated directly to purchase intent, with Brand Consideration jumping +26 ppts.
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Strategic Resonance: The creative alignment with Umi strongly resonated with the younger 18–34 age group, confirming the strategy of connecting the brand to music/lifestyle culture is highly effective.
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