For the 2023 campaign, Got2b tasked Nativa with promoting their line of wig products, including the Glued Bonding Glue and Flash Glue Remover. Recognizing the importance of reaching specific target audiences, Nativa strategically utilized its extensive network of micro-influencers to drive engagement and foster brand recognition among both the Black American and LGBTQ+ communities. The campaign involved influencers using both products in a fun and creative wig application process.

Nativa collaborated with over 50 influencers, following Got2b’s comprehensive guidelines on product presentation, usage, and commentary. By working closely with influencers, Nativa produced captivating videos that aligned with both the influencers’ creative vision and Got2b’s brand objectives. While granting influencers creative autonomy, Nativa effectively communicated and incorporated Got2b’s expectations, resulting in compelling final videos. Each influencer also wrote a review for each product, published on Got2b’s official website, including images that authentically represented their endorsement. Furthermore, Nativa ensured Got2b could repurpose all images and videos for future campaigns.

Nativa executed the strategy by:

• Collaborating with Influencers: Teaming up with over 50 influencers to produce videos and reviews.
• Creative Autonomy: Allowing influencers creative freedom while incorporating Got2b’s brand expectations.
• Publishing Reviews: Ensuring each influencer wrote a review with images for Got2b’s official website.
• Repurposing Content: Guaranteeing Got2b could use the content for future campaigns.

As part of the 2023 campaign, Nativa sourced a total of 72 social media posts from influencers featuring the Got2b wig products, with content posted on Instagram and TikTok. The campaign gained over 230,000 impressions and more than 13,000 engagements, far surpassing the initial goals of 50 posts, 85,000 impressions, and 6,000 engagements. Got2b also received over 100 honest reviews with the images on its official website, earning a rating of 4.1 out of 5 stars for the Glue Bonding Glue and 4.8 out of 5 stars for the Flash Glue Remover. Got2b continues to benefit from repurposing the great content, featuring posts from 7 of the campaign influencers on their @got2busa Instagram page.

In addition to the measurable success of this campaign, Nativa clinched the esteemed Netty Award for Digital Marketing: Best Targeted Influencer Content Strategy. This campaign leveraged diverse influencers to engage multicultural consumer, particularly Hispanics and Blacks, highlights their innovative and culturally relevant approach. This victory is a testament to Nativa’s commitment to impactful campaigns.

Key Takeaways:

• Significant Engagement: 230,000+ impressions and 13,000+ engagements, surpassing initial goals.

• Authentic Reviews: Over 100 reviews with images, earning high ratings.

• Re-purposable Content: Content can be used in future campaigns, enhancing ongoing engagement.