Daily Insights

Parting From Tradition

By: Alizah Asif Farooqi | Jun 13, 2019

Göt2b, the hair-care brand of your rebellious teen years, just launched its largest digital campaign. Dubbed “Turning the Tables”, the YouTube campaign follows a young, classically trained female pianist who finds herself drawn to the electronic dance side of music. Here’s why the serial might be exactly what the younger consumer is craving.

The 14-week, 9-episode serial might seem a bit dated at first, especially since it’s backed by a nostalgia-laded brand like 18-year-old Göt2b. But thanks to a couple of digital adornments, the campaign actually does a lot right. Firstly, it weaves in influencers—12, to be exact—as part of promotions between episodes. In addition to not trusting traditional ads, 58% of young viewers will respond to an ad if it incorporates their favorite digital personalities. Secondly, it taps into one of the most popular music genres of the moment: EDM. Thirdly, it airs on YouTube, the most popular internet platform among U.S. teens. By opting to become what younger consumers are “watching, rather than blocking what they’re watching.”, Göt2b might be able to emotionally connect with consumers. Currently, Göt2b’s own social presence, including it’s YouTube channel, is a bit lackluster according to Gartner L2’s Digital IQ Index: Hair Care & Color. That said, it makes sense that the brand decided to highlight its new series on another channel with a much larger volume of audience.

Content geared towards the younger lot has been gaining in popularity by many brands recently. SK-II debuted a scripted series of its own starring Chloë Grace Moretz and YouTube regular James Corden in April called “#BareSkinChat.” This makes sense, as video ads gradually become the gateway to younger audiences, with 90% of Gen Zers and 83% of millennials spending at least one hour a day watching videos on their smartphones. 59% of respondents from the same survey, who said they like social video ads, also bought something right after watching a video. Brands, especially older ones, should consider scripted content as a way to make use of influencers in a new way to connect online.