Tear Stereotypes Up with got2b

Dmytro Dyuzhev, CEO of OMG Agency, Mykyta Upatov, COO of OMG Agency, Roza Bagdasaryan, Head of Influence at OMG Agency, Viktoria Tertychna, Head of TikTok by OMG Agency, Tonya Kuzmich, CEO of DUMY Creative Studio (by OMG Agency), Anastasiia Kostina, Strategist of DUMY Creative Studio (by OMG Agency), Olga Honchar, Influence Marketing Managers at OMG Agency, Stanislav Kovtun, Influence Marketing Managers at OMG Agency, Sofia Prykhodko, Account Manager at OMG Agency, Andrii Polupanov, Brand Group Manager got2b

The ‘Tear Stereotypes Up with got2b’ campaign has set an example of how a commercial mission can turn into a social message with a powerful viral effect. We challenged ourselves not simply to promote a line of styling products among a youth audience, but to establish an emotional dialogue that echoes the pains and experiences of the target audience. The campaign is focused on a visual symbol: a branded box with a ribbon bearing social stereotypes. At the moment of unpacking, influencers tore the ribbon up, thus demonstrating a personal act of liberation from social attitudes. The gesture was enhanced with the bloggers' real-life stories and became the basis of the content that affected the audience emotionally. We created a personalized strategy: each of the 15 bloggers received a questionnaire based on which an individual TOR was formed. This allowed them to share real-life stories about bullying, rejection, and psychological barriers — the issues that concern young people today. A total of 47 pieces of content were created on TikTok and Instagram. The campaign's results are 4.8 million views and over 268 thousand interactions (+99 % over the target), proving sincerity and content to be the key to efficiency. This work demonstrates how an advertising campaign can create a platform for important topics, expand the role of the brand to an emotional guide, and transform marketing into a cultural event.