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OLAPLEX is a social-first hair care brand, rooted in science and community. A brand that truly celebrates all hair types, age groups, gender, and pronouns, across countries and cultures.
To kick off their first hashtag challenge, we needed a concept that embodies all of that - simple, cross-cultural, with little to no language barriers, and rooted in the brand's ethos of diversity, celebration, and inclusion.
Introducing #OLAFLEX, a global TikTok Hashtag challenge that unites the OLAPLEX community through their hair transformation journey.
To support the launch, Kubbco partnered with over 100 everyday people to share their unique stories.
Our approach was not to focus on influencers. We didn't want to partner with just people who have large followings or high reach.
Instead, we wanted to cast a range of people who are truly indicative of our target audience - everyone.
In addition to our amplification strategy, OLAPLEX worked on inviting their salon and stylists partners to create their own salon transformations. A twist to the #OLAFLEX challenge.
The results
Total video views
Engagement Rate
UGC videos created
Increase in searches for Olaplex
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