Success Story: GA.MA Italy

GA.MA Italy is a globally recognized brand for excellence in beauty and personal care products, especially in the hair tools segment.

With over 40 years of experience, the company stands out for combining innovation, advanced technology, and elegant design, offering a vast range of products that meet the needs of professionals and consumers.

Committed to providing solutions that simplify users' daily lives, its products are developed with high-quality materials and cutting-edge technology, ensuring exceptional results and promoting hair health.

With a strong presence in various countries, the brand has gained the trust of consumers and renowned hairdressers passionate about beauty worldwide.

Challenges and Objectives

The main objective of the Keration Line campaign for TikTok was to strengthen branding by following the concept of creating a trend with a theme defined by the client: "writing a letter to hair."

After an in-depth benchmarking study and analysis of cases on the platform conducted by the Wigoo team, we redefined the entire scope: theme, hashtag, music, and video scripts.

However, this change came with several challenges: limited time, restricted budget, and the absence of prominent influencers. Additionally, there was the main question: how to engage creators, present a product as a solution, and expand dissemination without having the products on hand?

Strategies Used in the GA.MA Italy Success Story

With the redefinition of the scope, the "Bad Hair Day" concept was born. Highlighting how self-esteem is linked to hair, connecting humor and emotion, we positioned the Keration line as a practical and reliable solution to transform any "bad hair day" into a #KerationHairDay.

Considering that the average ticket price of the line's products (R$ 299+) was significantly higher than the benchmark (R$ 5 to R$ 70), the strategy needed to be carefully planned.

To overcome the limitation of influencers and promote adherence, we developed a reference for inspiration in the form of recorded content, with practical examples that aligned the campaign's proposal with the brand's message. The idea was to encourage creators to produce authentic and relevant content, even without having the products in hand.

Results of the GA.MA Italy Success Story

In a short time, we achieved impressive results! On the first day, over 70 videos were published by creators on the Page Mission, many of them featuring Keration products. In just seven days of the campaign, we reached:

• +530 content submissions from creators;
• 2006 videos published with the hashtag #KerationHairDay;
• 43 sponsored videos;
• 39.1 million total views;
• +5.7 million engagements!

Furthermore, on TopView, we achieved 3.9 million impressions with a frequency of 3.57, all without major influencers.

The impact extended beyond TikTok: the campaign generated a significant increase in Google searches, website traffic, and demand for Keration products in physical stores.

Beyond the numbers, this case demonstrates the power of an authentic and well-executed idea. Even with limitations, we transformed a challenge into a creative, innovative, and surprisingly successful campaign!