Umberto Giannini High Volume UGC
The Brief
Umberto Giannini approached PinPoint Media to develop engaging, user-generated content (UGC) and instructional 'How-To' videos to showcase how to style hair using their product range. The goal was to make hair styling accessible and relatable while leveraging the power of UGC on social platforms. The primary focus was on TikTok, where the content would be shared organically, with the option to support key assets through paid promotion as needed.
Umberto Giannini is an innovative haircare brand that combines professional expertise with a mission to empower individuals to embrace their natural beauty. Established in 1988 by award-winning hairstylist Umberto Giannini and artist Claire Shread, the brand set out to revolutionize hairdressing by focusing on natural textures and movement. Umberto's philosophy was rooted in the belief that hair should move freely and that a good haircut works with its natural texture to enhance its beauty.
From the outset, Umberto Giannini has championed inclusivity and authenticity, particularly for curly and textured hair. Their commitment to quality, vegan, and cruelty-free formulations has made them a leading name in the haircare industry. As the brand continues to grow, it remains focused on helping customers love their hair as it naturally is.
The Challenge
One of the main challenges was identifying the right creators to authentically represent the brand. The brand's ethos demanded genuine, relatable content, and finding UGC creators who resonated with the Umberto Giannini community was crucial. With many talented individuals expressing interest, the selection process was both exciting and daunting.
To maintain the authenticity of each creator's style, PinPoint Media briefed them individually, allowing them to integrate their own creative approach while aligning with the brand's message. This collaborative process ensured that each piece of content retained a personal touch while still reflecting the brand's identity.
Additionally, the campaign required a diverse range of creators from both the UK and the US, enabling the brand to reach a broader, international audience. By choreographing the content strategy and guiding creators without restricting their creative freedom, PinPoint Media successfully managed the dynamic content flow across regions.
The Outcome
PinPoint Media worked closely with the selected creators, offering guidance on content themes while encouraging creative freedom. The focus was on creating relatable, instructional videos that showcased how to achieve effortless, everyday styles using Umberto Giannini products. This approach not only ensured authenticity but also helped build a sense of community among creators and viewers alike.
By optimizing the campaign for TikTok’s algorithm and incorporating organic, engaging content, the brand leveraged the platform’s unique potential for viral reach. Key creative assets were strategically boosted with paid support, amplifying the impact while maintaining an organic feel.
The campaign proved to be exceptionally successful, far exceeding initial expectations. With minimal ad spend following the content creation phase, the organic reach of each video averaged over 250,000 views, resulting in millions of total views across TikTok. The campaign's organic, user-generated nature resonated well with audiences, leading to widespread engagement and a significant boost in brand visibility.
The collaboration between Umberto Giannini and PinPoint Media demonstrated the power of strategic UGC in a modern digital landscape, reinforcing the brand’s commitment to natural beauty while achieving remarkable social media success.
