Industry
CPG - Personal Care
Challenge
Drive awareness and engagement for Schwarzkopf Keratin Color through messaging that empowers Hispanic women to feel comfortable, confident, and beautiful using Schwarzkopf Keratin Color at home.
Results
This campaign overdelivered for impressions and engagement, as fans commented, reacted, shared campaign content, and excitedly registered for the campaign sweeps.
Objectives
Awareness, Engagement
The Challenge
Schwarzkopf is dedicated to becoming a more diverse, inclusive brand and was looking for ways to truly address cultural insights & nuances with Hispanic audiences.
The goal of this campaign was to drive awareness and engagement for Schwarzkopf Keratin Color through messaging that empowers Hispanic women to feel comfortable, confident, and beautiful using Schwarzkopf Keratin Color at home.
MAX was challenged with identifying the ideal artist partner who genuinely loves how she looks when using Schwarzkopf Keratin Color.
The Solution
In partnership with MAX, Schwarzkopf teamed up with Latin superstar Pitizion to bring fans stunning hair transformations, expert tips, and the chance to win a trip to Miami.
Pitizion, with her unique music genre of Latin soul, is a true advocate for the power of confidence. She passionately shares how having beautiful hair makes her feel more self-assured and ready to conquer the world. She reminds us that when we look good, we feel good.
Targeted Social
MAX developed a series of short social videos, each offering bite-sized hair care advice and showcasing Pitizion's infectious energy and charm.
Long-Form YouTube Video
MAX also crafted a long-form video that takes audiences behind the scenes of Pitizion's hair journey as she shares her personal tips for those who want to try coloring their hair at home.
Pitizion herself used Schwarzkopf Keratin Color to color her hair for the campaign–and it looks absolutely stunning! The MAX content team captured this transformation through captivating content that showcases Pitizion's vibrant and confident new look.
Landing Page, Sweeps, and Email Marketing
As a bonus, fans had the opportunity to enter a sweepstake for a chance to win a trip for themselves and a friend to Piti’s hometown: the vibrant city of Miami! The winner received a Pitizion-style hat to boost their confidence and complete their look.
When participants entered the sweeps, they received a confirmation email with more information about Schwarzkopf Keratin Color, ensuring they had all the details to achieve stunning hair at home.
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This Música Schwarzkopf ✕ Pitizion campaign is a celebration of self-expression, confidence, and vibrant hair. The campaign came to life with a range of custom assets, including engaging videos, captivating photography, and inspiring social posts.
The Results
This campaign overdelivered for impressions and engagement, as fans commented, reacted, shared campaign content, and excitedly registered for the campaign sweeps.
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Those interested in Beauty and Personal Care produced more than 42% of the clicks on YouTube.
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On Instagram, over 83% of the shares came from women.
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Over 89% of the comments on TikTok came from individuals who are interested in Pitizion’s music and genre.
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Across all social media platforms, TikTok generated over 44% of the comments in the campaign.
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Video ads generated more comments and reactions than static images, producing a much stronger engagement rate across the campaign.
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