Submitted by Nativa

got2b: Wig Product Influencer Campaign

Nativa ran a micro-influencer campaign for got2b wig products across Instagram and TikTok, sourcing 72 social media posts against an initial goal of 50 posts.

Got2b continues to benefit from repurposing the great content, featuring posts from 7 of the campaign influencers on their @got2busa Instagram page.campaign influencers repurposed on brand Instagram
Nativa managed a diverse network of more than 50 creators to promote got2b wig products across Instagram and TikTok, delivering 72 posts, more than 230,000 impressions, and 13,000 engagements.creators managed
The campaign gained over 230,000 impressions and more than 13,000 engagements, far surpassing the initial goals of 50 posts, 85,000 impressions, and 6,000 engagements.impressions
Got2b also received over 100 honest reviews with the images on its official website, earning a rating of 4.1 out of 5 stars for the Glue Bonding Glue and 4.8 out of 5 stars for the Flash Glue Remover.on-site product reviews with images
Nativa sourced a total of 72 social media posts from influencers featuring the Got2b wig products, with content posted on Instagram and TikTok.social media posts sourced

Case in 60 seconds

got2b needed its wig adhesive line, the Glued Bonding Glue and the Flash Glue Remover, understood by the people who actually apply wigs, which is a narrower and more technique-led audience than general beauty buyers.

The campaign appears to turn on wig application being a skilled routine inside Black American and LGBTQ+ communities rather than a product demonstration, so creators who already perform that routine could carry a glue and a remover credibly.

Rather than a single high-reach endorsement, Nativa built the campaign on a network of more than 50 micro-influencers using both products together across one wig application, so the glue and the remover were shown as a pair.

More than 50 creators produced wig application videos for Instagram and TikTok under got2b's guidelines on presentation, usage and commentary, and each influencer also wrote a review with images for both products on got2b's official website, with repurposing rights secured for got2b.

Nativa reports 72 social media posts, over 230,000 impressions and more than 13,000 engagements against goals of 50 posts, 85,000 impressions and 6,000 engagements, plus over 100 reviews and a Netty Award for Digital Marketing: Best Targeted Influencer Content Strategy.

Strategy Breakdown

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

Black American and LGBTQ+ communities, described on the page as the campaign's target audiences for the wig product line, with the award citation naming Hispanic and Black multicultural consumers.
Wig application is a practised craft within Black American and LGBTQ+ communities, so a brand entering it with instructional advertising risks reading as an outsider, which appears to be why the work handed the demonstration to creators who already perform it.
Adhesive and remover products are judged on whether they hold and whether they come off cleanly, and the page does not describe any way of proving that beyond letting creators run a full wig application on camera.
got2b set guidelines on product presentation, usage and commentary and left the creative execution with the influencers, so the brand acted as the specification behind each video rather than its author.
Buyers of wig adhesive appear to read peer reviews before purchase, which would explain why the campaign routed every influencer into a written review with images on got2b's own site alongside the social post.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Nativa (lead_agency)

Participation mechanic

  • Influencers wrote and published honest reviews with images of both products on got2b's official website, producing over 100 reviews and star ratings of 4.1 and 4.8 out of 5.

Results & Evidence

MetricValueResult type
campaign influencers repurposed on brand InstagramGot2b continues to benefit from repurposing the great content, featuring posts from 7 of the campaign influencers on their @got2busa Instagram page.content_pieces
creators managedNativa managed a diverse network of more than 50 creators to promote got2b wig products across Instagram and TikTok, delivering 72 posts, more than 230,000 impressions, and 13,000 engagements.impressions
impressionsThe campaign gained over 230,000 impressions and more than 13,000 engagements, far surpassing the initial goals of 50 posts, 85,000 impressions, and 6,000 engagements.impressions
on-site product reviews with imagesGot2b also received over 100 honest reviews with the images on its official website, earning a rating of 4.1 out of 5 stars for the Glue Bonding Glue and 4.8 out of 5 stars for the Flash Glue Remover.performance
social media posts sourcedNativa sourced a total of 72 social media posts from influencers featuring the Got2b wig products, with content posted on Instagram and TikTok.content_pieces
star rating, Flash Glue Remover4.8 out of 5 stars for the Flash Glue Removerperformance
star rating, Glue Bonding Glueearning a rating of 4.1 out of 5 stars for the Glue Bonding Glueperformance

Why Nativa's strategy worked

  1. 1

    Pairing a creator post with a written review on the brand's own site turns one influencer booking into two assets, which is how a campaign of 72 posts produced over 100 reviews with images on got2b's website.

  2. 2

    Securing repurposing rights at the point of briefing extends a campaign past its flight, which is visible in got2b continuing to feature posts from 7 of the campaign influencers on the @got2busa Instagram page.

  3. 3

    Casting for audience composition rather than follower scale appears to be what carried the result here, because the reported outcome exceeded targets on posts, impressions and engagements while the roster stayed at micro-influencer size.

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