Viacom Velocity was challenged by Aussie hair care to take their legacy brand and make it a lifestyle brand relevant to Gen Z girls. Viacom had the massive built in audience of Gen Z girls in the AwesomenessTV ecosystem and it was time to put it to work. In its first partnership with Aussie Hair Care, Viacom Velocity developed a multi-layered program that would bring the brand to the forefront of Gen Z life while driving consideration and purchase of the 3-Minute Miracle Moist product line. Through authentic and compelling storytelling from familiar and trusted voices, Aussie’s revolutionized brand tone and the products key benefits could come to life for these Gen Z girls and inspire a movement of “B’auss” girls who could tackle anything in 3 minutes flat.
The partnership had two key components: visual and verbal integration into an AwesomenessTV fan favorite franchise and a custom ATV YouTube series with accompanying, platform specific ATV social support.
AwesomenessTV’s Life After Quince provided a perfect setting for an organic in-show integration that included both visuals and verbal mentions of Aussie hair care products. As the spin off show of the network’s hit show My Dream Quinceanera , the girls in Life After Quince are tackling life’s challenges and milestones, big and small, and a quick and easy haircare solution was a natural fit. In the episode that features the Aussie product integration, we see Airam getting ready for her senior prom and the products are organically featured and discussed. Airam leaves her glam session feeling confident and ready to tackle one of the biggest nights in a Gen Z girl’s life.
Leveraging AwesomenessTV’s strong and trusted editorial voice, a custom ATV YouTube series was created with the goal of providing relatable and authentic stories that would empower and inspire Gen Z girls. “She’s The B’Auss” featured AUSSOME advice on relatable topics- all in under 3-minutes flat. Created by an all female crew, each episode featured a known and trusted Gen Z influencer from the ATV ecosystem who personified the girl boss that the program was seeking to celebrate and nurture. Daniella Perkins tackled starting a career (or “living that ‘profesh’ life”). Shany Monroy advised on surviving a move to a new city (or “how she gets comfy in a new city”). The Montoya Twins addressed the Gen Z hot topic of bullying (or “how to keep drama on the DL”).
In order to directly drive purchase, each episode was accompanied by shoppable Instagram stories featuring the product features in each video.
Our multi-layered partnership was a massive success, blowing our view goals out of the water both on YouTube and Instagram. Our episodes garnered 97% positive reactions from our audience, indicating that Gen Z girls related to the content and were inspired to become girl b’ausses themselves. With 31M+ views across the campaign, we effectively reached Aussie’s target audience and drove product purchase.
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