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AUTHENTIC. VIBRANT. BOLD. göt2b Color Remix with Snow Tha Product

Snow Tha Product x got2be - no overlay

Industry

CPG - Personal Care

Challenge

Drive awareness & engagement with Gen Z and young millennial women, aged 18-45.

Solution

Social-first campaign with a culturally relevant, unapologetically bold, style-setting artist.

Objectives

Awareness, Engagement

www.got2b.us/color/colorremix.html

37.5%

ENGAGEMENT RATE

62.1%

YOUTUBE VIEW RATE

59.5%

TIKTOK ENGAGEMENT RATE

“... 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.”

Sabrina Trovato

Associate Director, Integrated Investment @ UM (Henkel)

The Challenge

göt2b challenged MAX with finding the ideal partner who reflected the bold, authentic, and unique persona of göt2b Color Remix.

Drive awareness for göt2b Color Remix with Gen Z and young millennial women, aged 18-45.
Drive engagement through exciting social content that shows göt2b Color Remix in action.
Identify and partner with an artist who genuinely loves göt2b Color Remix and fits the brand personality (bold, authentic, & unique).

The Solution

Music has always influenced fashion and beauty trends, but the connection between music and style goes much deeper.

Snow Tha Product is culturally relevant, style-setting, and unapologetically bold—the perfect artist to drive awareness and engagement for göt2b Color Remix with Gen Zers and young millennials.

Engaging social content featuring Snow Tha Product showed göt2b Color Remix in action, highlighting the product’s bold colors and ease of use.

Social content clicked through to a landing page where fans could buy göt2b Color Remix at select online retailers.

Snow Tha Product’s eclectic style of music and bold hair colors express and celebrate her individuality, and fans responded with excitement and brand love.

SET.Live Activation

The partnership between Snow Tha Product and göt2b was amplified by activating SET.Live at 5 shows during her “Goodnights and Bad Mornings” tour, culminating at her final tour stop in Los Angeles, CA.

Snow-got2Be-SET-Activation

The Results

Young Millennials generated the highest engagement-rate across all platforms.
Video ads generated more comments and reactions than static images, producing a much stronger engagement rate across the campaign.
TikTok drove a higher CTR compared to Meta platforms.
Gen Zers led on TikTok clicks: more than 48% of the overall outbound clicks on TikTok were driven by users ages 18-24.
More than 42% of the page engagements on Instagram stemmed from users sharing an affinity for genres and artists similar to Snow Tha Product.
Viewers engaged 83% despite skippability. Average video view duration of 1:29 means viewers watched 79% of the entire video on YouTube, even though the video can be skipped after 5-seconds watched.

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