The core objective of göt2b is to facilitate unapologetic self-expression, particularly within the LGBTQIA+ community, by providing innovative hair coloring and styling products. In the face of ongoing challenges and attacks on the LGBTQIA+ community, göt2b committed to amplifying queer voices and fostering a culture of acceptance. The brand's overall mission aligned with GLAAD's findings, emphasizing the importance of multi-dimensional and human representation in advertising.
Göt2b inspires individuals every day, irrespective of race, gender, or orientation, to embrace creativity and authenticity through their hair, using göt2b products. The brand aims to educate consumers on the benefits of its products, showcasing how they contribute to achieving unique and bold hairstyles. To champion LGBTQIA+ voices, we expanded on this by collaborating with influencers, celebrities, and organizations from the community, advocating for their visibility.
Social engagement was a key goal for the brand, who recognizes the role social media plays in fostering connections. So we set out to initiate conversations on LGBTQIA+ relevant topics, strengthening the brand's bond with their target audience. We actively partnered with LGBTQIA+ leaders to create inclusive and affirming activations, celebrating the beauty and creativity of the community. We acknowledged the LGBTQ+ community as a vital and engaged audience, seeking to develop meaningful consumer relationships by recognizing and tapping into their affinity for the brand. In essence, our objectives encompassed inspiration, education, advocacy, engagement, and championing inclusivity via social media to create a community that stands for unapologetic self-expression.
Göt2b's strategy to bring its commitment to celebrating the LGBTQIA+ community to life involved a multi-faceted approach, integrating partnerships, activations, and collaborations that uniquely positioned the brand at the intersection of hair care, self-expression, and inclusivity.
Recognizing the pivotal importance of authentically engaging and supporting the LGBTQIA+ community year-round, beyond Pride Month, we implemented a proactive strategy. This involved the continuous creation and sharing of organic social media content throughout the year that sparked meaningful conversations within göt2b’s audience, delving into various topics specific to the LGBTQIA+ community. This encompassed educational initiatives on transgender rights, insights into the vibrant drag community, and a focus on the significance of Pride Month. In addition, we actively collaborated with LGBTQIA+ creators, crafting compelling content that showcased their unique perspectives, voices, creativity, and talents. Notably, these collaborations consistently ranked among our top-performing posts for the year, reinforcing the success of our multifaceted approach.
A partnership with RuPaul's Drag Race exemplified göt2b's commitment to the drag community and the LGBTQIA+ audience. We supported the 360-plan activation through our social media amplification via live coverage on social channels. Our collaboration showcased göt2b's steadfast support for the drag community, aligning the brand with an iconic and beloved event.
A partnership with Revry TV for the Pride Ball further demonstrated göt2b's dedication to LGBTQIA+ media and artists. Our extensive coverage on social media generated excitement among followers, while the event's success on Revry TV underscored göt2b's impact.
Most notably, our partnership with celebrity wig and hair stylist Tokyo Stylez added another layer to göt2b's strategy. As a trans woman, Tokyo Stylez's alignment with the brand's values of bold and authentic self-expression, combined with her expertise in the hair styling space, made her the perfect partner. The partnership (all sourced, contracted, and managed by Evoke) yielded top-performing organic social media and paid media assets, highlighting Tokyo's ability to engage audiences authentically. Tokyo's identity also brought a unique perspective, breaking social barriers and inspiring others to express their individuality through göt2b's products.
Challenges in execution included navigating the diverse partnerships and ensuring each collaboration authentically represented the creator, organization, and göt2b's brand values. Overcoming potential missteps required careful consideration and understanding of the LGBTQIA+ community's nuances, ensuring that the brand's support was genuine, informed, and impactful.
In summary, our social media strategy was not only uniquely positioned but also multi-faceted and intentional, leveraging partnerships with iconic shows, events, and influential figures to authentically celebrate and champion the LGBTQIA+ community on social media. The brand's commitment to inclusivity, self-expression, and advocacy set göt2b apart in a crowded market, fostering genuine connections and resonating with a diverse audience.
Our strategic initiatives for göt2b surpassed objectives, validating success in fostering unapologetic LGBTQIA+ self-expression. Audiences were thrilled by inspiring LGBTQIA+ voices partnering with göt2b, showcasing creative looks using göt2b products. LGBTQIA+ content achieved a 3.9% engagement rate, significantly surpassing our 1.72% average, indicating audience attraction to content amplifying this community’s voice and creativity.
Ru Paul’s DragCon coverage boosted all social KPIs, yielding a +205% increase in Instagram engagements and a 593-follower growth, emphasizing göt2b's resonance in the LGBTQIA+ space. Revry's Pride Ball promotion surpassed expectations, reaching 175k impressions with a 4% engagement rate, double our benchmark, highlighting göt2b's commitment to inclusivity and leadership in LGBTQIA+ media and events.
The Tokyo Stylez partnership emerged as a pinnacle of success, with Tokyo's content outperforming others, showcasing her appeal and unapologetic character. Tokyo's contributions led to a 62.5% follower increase, a 126.5% rise in organic likes, and a 1,200% increase in story replies post-Pride March giveaway.
In conclusion, göt2b's results exceeded brand objectives, demonstrating effectiveness in inspiring, educating, and advocating for the LGBTQIA+ community. Significant increases in engagement, followers, and viewership across initiatives underscore success in creating a digital community for unapologetic self-expression, amplifying queer voices, and fostering genuine connections.