göt2b

Drag Race Superstars

THE ASK

Bridge the gap between göt2b & their customers in a meaningful & authentic way.

THE PROBLEM

Despite championing diversity and fearless creativity, göt2b still lacked a connection to its audience on a deeper emotional level.

THE SOLUTION

Examining users of göt2b products, CMM found a surprising insight. göt2b is loved in the drag community and used in an innovative way we were previously unaware of - to sculpt wigs into extravagant & glamorous styles. This was an opportunity - we shifted göt2b’s approach from telling customers about their products, to listening to and celebrating our audience on their own terms.

THE EXECUTION

Introducing Drag Race superstars and new göt2b brand ambassadors Silky Nutmeg Ganache, Brooklynn Heights, and Priyanka! Throughout 2020, they repped göt2b in virtual drag shows, bombastic social content, and even a one-of-a-kind e-sports competition. We also echoed the diversity of göt2b’s audience in UGC posted to organic socials, creating a holistic relationship with a community that’s also been among their biggest fans.

THE RESULTS

• 20+ pieces of original digital content created through organic interaction with the drag community

• Heightened brand sentiment and perception of authenticity through genuine emotional connection to the consumer

• Celebrating a community that has helped shape the göt2b brand in the US