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
“... 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
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Drive awareness for göt2b Color Remix with Gen Z and young millennial women, aged 18-45
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Drive engagement through exciting social content that shows göt2b Color Remix in action
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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.
Snow Tha Product shows göt2b Color Remix in action during video content for this campaign, highlighting the product’s bold colors and ease of use.
Snow Tha Product’s eclectic style of music and bold hair colors express and celebrate her individuality.
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.
The Results
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Young Millennials generated the highest engagement-rate across all platforms (specifically, users aged 35-44)
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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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TikTok drove a higher CTR compared to Meta platforms.
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Gen Zers lead on TikTok Clicks: Over 48% of the overall outbound clicks on TikTok were driven by users ages 18-24.
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Over 42% of the page engagements on Instagram stemmed from users sharing an affinity for genres and artists similar to Snow Tha Product.
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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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