06.08.23
Hair care brand Superzero has partnered with community marketing creative agency, Song Candy Media, to launch a new social media campaign aimed at challenging consumers to consider the importance that shampoo and conditioner play in the journey to hair happiness.
According to Superzero's research, consumers often take everyday hair care products, such as shampoo and conditioner, for granted. However, they found that the journey to a happy hair relationship starts with these foundational products. This inspired them to reach out to Song Candy Media for help translating their message into a fun and entertaining TikTok campaign.
According to Superzero's research, consumers often take everyday hair care products, such as shampoo and conditioner, for granted. However, they found that the journey to a happy hair relationship starts with these foundational products. This inspired them to reach out to Song Candy Media for help translating their message into a fun and entertaining TikTok campaign.
Song Candy Media "zeroed" in on how to tell this story in a native way -- through humor. Christine Hunt, cofounder of Song Candy Media, shared that they lean into humor in marketing for three reasons: the social glue that drives connection and builds community; the reason why 75% users come to TikTok; and its proven ability to drive higher ad recall, offering value to both brands and their audience.
Song Candy Media and Superzero looked for the funny, relatable truth at the heart of their story. They found it in the hair journey: putting hair through a lot, from perms to chunky highlights, self-inflicted breakup bangs, excessive heat and endless styling products. Superzero partnered with TikTok creators to share embarrassing hair mishaps followed by a hair apology with superzero shampoo and conditioners set to an original song, "Hair Love."
To create the campaign music, Song Candy Media leveraged internal tools to identify genres and artists that were over-indexing with Gen Z and superzero audiences, such as Pink Pantheress & Ice Spice (Boys A Liar +1 million TikTok videos) and Raye (Escapism +696k TikTok videos). Always aiming to uplift the TikTok creator community, they decided to partner with Mariel Darling, a TikTok singer with a 255.4K engaged following.
Through witty humor, relatable scenarios and a brand-ownable beat, the campaign aims to show consumers that the journey to a happy hair relationship starts with everyday core products.
Said Superzero’s Cofunder, Gurval Caer, “Our collaboration with Song Candy allowed us to engage with TikTok users in an authentic way. Combining original music with unique content that taps into the #hairfail phenomenon helps communicate our brand message and create engaging content that stops people from their daily scroll!”
Said Superzero’s Cofunder, Gurval Caer, “Our collaboration with Song Candy allowed us to engage with TikTok users in an authentic way. Combining original music with unique content that taps into the #hairfail phenomenon helps communicate our brand message and create engaging content that stops people from their daily scroll!”
Check out a clip here.