Submitted by Nativa

got2b: Halloween Influencer Campaign

Nativa built two Halloween influencer campaigns for got2b's Metallics collection, pairing 20 creators with TikTok advertising that delivered over 10 million impressions from TikTok Ads.

3 influencers for CVSinfluencers engaged for CVS campaign
acquire 17 influencers for Walgreensinfluencers engaged for Walgreens campaign
secure at least 169,359 measurable click-throughs on TikTok Ads alonemeasurable click-throughs on TikTok Ads
Nativa was able to gain over 600,000 impressions from organic (non-boosted) postsorganic (non-boosted) impressions
generate more than 10 million paid impressionspaid impressions

Case in 60 seconds

Schwarzkopf's got2b needed its Metallics collection promoted at two retailers at once, and while CVS and Walgreens carried identical budgets, each wanted a different split between creator fees and paid boosting.

The campaign appears to turn on Halloween as the one moment when a metallic hair color reads as a costume component rather than a permanent commitment, which lowers the risk of trying a vivid shade.

Rather than one campaign split across two retailers, Nativa ran two parallel Halloween campaigns on the same creative premise, casting each to the budget shape its retailer asked for.

Nativa sourced creators organically and through influencer-sourcing platforms, securing 17 influencers for Walgreens and 3 for CVS to show metallic hair colors enhancing Halloween costumes, with the remaining budget in each campaign put behind TikTok Ads.

Nativa reports over 600,000 impressions from organic, non-boosted posts and over 10 million impressions from TikTok Ads, with at least 169,359 measurable click-throughs on TikTok Ads alone.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Vivid metallic hair color carries a commitment most shoppers avoid year round, and Halloween suspends that, which is the window the campaign was built into rather than arguing the product into everyday use.
Retail hair color is bought at a specific store, so the work had to do two jobs at once, selling the shade and pointing at the particular chain stocking it, which is why Nativa ran two campaigns rather than one.
got2b positioned the Metallics collection as a costume-enhancing component rather than a standalone beauty purchase, which gave creators a seasonal reason to feature it.
Based on the available evidence, the retailers' opposing preferences, more creators for Walgreens and more paid weight for CVS, reflect an unsettled read on whether creator variety or media spend drives store-level attention; the page does not state which performed better.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Nativa (lead_agency)

Results & Evidence

MetricValueResult type
influencers engaged for CVS campaign3 influencers for CVScreators_count
influencers engaged for Walgreens campaignacquire 17 influencers for Walgreenscreators_count
measurable click-throughs on TikTok Adssecure at least 169,359 measurable click-throughs on TikTok Ads aloneperformance
organic (non-boosted) impressionsNativa was able to gain over 600,000 impressions from organic (non-boosted) postsimpressions
paid impressionsgenerate more than 10 million paid impressionsimpressions

Why Nativa's strategy worked

  1. 1

    Two retailers can be served from one creative premise when the cast size and the paid split are set per retailer, because the variable is distribution rather than the story creators are asked to tell.

  2. 2

    The gap between over 600,000 organic impressions and over 10 million paid impressions suggests that on TikTok the creator post functions mainly as ad stock, so budget behind the post decides reach more than cast size does.

  3. 3

    Anchoring a color product to a costume occasion gives creators a concrete demonstration to build against, which is why a single brief could support 20 different executions without becoming a repeated product claim.

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