got2b @GLOW – Festival Hub


Best Integrated Brand Campaign, Crossmedia





Concept Summary

Jury statement:
Creating the desired love of a brand requires both a unique form of brand activation and a smart multi-channel strategy matching the target group’s expectations and behaviours. the got2b campaign fulfils those criteria by playing on all the right channels.
The results presented in facts and figures document the success of this campaign - hence, our jury considers it definitely worthy of an award. Congratulations!

The co-creation line of got2b and Dagi Bee (Influencer with 5.7 million followers) launched at the GLOW by dm, Europe’s largest beauty convention with around 20.000 visitors. The task was to convince the young onsite and online target audience of got2b’s lifestyle as well as the specialness of the new product line. The goal was to activate the crowd and create an immense awareness using multiple marketing channels and tools. Therefore, we composed a got2b festival hub that created connection through the foundation of a magic atmosphere and a moving community. A brand space, which gloried the trendy design of the Coachella Music and Arts Festival as well as sparkled in the product design scheme. While entering the got2b festival hub, through the butterfly and flower gates, the visitors felt the grass under their feet and the bass of the DJ Sounds under their skin. The glittery sea container, with the DJane as the pre-act, towered above the crowd, just like a stage on a festival. The visitors were invited to an interaction with the brand in the trend-styling area. To allow the participants to create content and be a brand ambassador, we integrated a social media connected photo booth in front of moving festival pictures. Each detail was designed highly “instagrammable”. As the main act, Dagi Bee was not only promoting the festival hub on social media but was onsite for a meet and greet. Finally, to bond with the brand, the participants were invited to the festival hub lounge. With the storytelling design and the multiple brand activations, got2b and its new line were promoted uniquely and convinced thousands of GLOW visitors as well as social media followers.

Henkel AG & Co. KGaA
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