Spiking Glue, Blasting Freeze Spray, Chaotic Moulding Gum - they're all part of the got2b styling range; haircare with attitude.
Our brief was to drive awareness of Schwarzkopf's new trend-setting range to an audience who like to have their heads messed with; people who love street fashion, but live online.
If got2b wanted to look the part, it had to act the part. We wanted to find a brand advocate who our core audience would relate to - be drawn to - and demonstrate the best attributes of the product in a truly original way.
Ultimately, we wanted to produce content that would create a real buzz around got2b. The answer? Birdboy - the amateur Parkour athlete who was "big into free running" and even "bigger into hair". We filmed Birdboy performing hair-raising stunts without ruffling his trademark liberty spikes.
The film featured on the YouTube channel we developed for got2b (alongside styling demonstrations) and also in on and offline media coverage. And it went viral. Add to this a display campaign across YouTube, and PPC, and we had an integrated campaign that connected with our core audience, built awareness, generated word of mouth and drove purchases.
Over a three-month period, the campaign generated 45 major pieces of coverage in on and offline consumer media, with more than 10.5 million editorial opportunities to see.
Starring at the London Parkour Jam, Birdboy generated a great online buzz. There have been over 85,000 video views to date, while the got2b YouTube channel continues to draw views and comments - sustaining online conversations and interest in Schwarzkopf's extreme styling products.