eGo
Passion Points as a Catalyst for Strategic Success
Context
In a world where authenticity is the key to success, eGo, the leading men’s styling brand in Colombia, embarked on a bold mission: to show that looking good is not just about vanity but a tool for tackling any challenge. With its alcohol-free formula designed for consumer well-being, eGo shattered myths while connecting with two powerful cultural territories: soccer and gaming.
Objectives
The campaign aimed to reinforce eGo's position as the leading men's hairstyling brand in Colombia, highlighting its commitment to hair care through its alcohol-free formula. Specific objectives included:
Breaking barriers around gel use
: Dispel myths about hair gel and position eGo as a reliable option for men’s hair care.
Expanding brand reach
: Connect with young, modern audiences by creating relevant content on TikTok, exploring soccer and gaming as key interest areas.
Inspiring confidence and authenticity
: Show how eGo supports men in various aspects of their lives, helping them feel secure and genuine in any situation.
Driving purchase intent
: Increase sales of eGo gel through clear messaging on the product's benefits and versatility for different styles and lifestyles.
Solution
eGo's strategy revolved around emotionally connecting with authentic, passionate men, showcasing that its gel not only styles hair but does so with an alcohol-free formula. The campaign targeted two strategic areas:
Colombian Soccer with Style eGo recognized that hairstyles are icons of individuality and trends in soccer. Drawing inspiration from styling role models like Richard Ríos, known for his impeccable image, the brand sought to capture the attention of Colombian soccer fans. Through the Estilo de Juego eGo mini-series in partnership with WinSports, eGo offered an intimate look into the lives of Colombian soccer players, connecting emotionally with fans by showcasing their interests, routines, and personal styles. This positioned the gel as not just a styling tool but a part of real-life stories.
Personality in Every Situation With JuanDa, one of Colombia’s most-followed creators, eGo extended its message to new audiences. During his trip to Spain, JuanDa demonstrated how eGo gel accompanied him in all his activities, ensuring perfect hairstyles that boosted his confidence. The alcohol-free formula was a key differentiator that stood out in his content, resonating with consumers seeking such product qualities.
Results
In just three months, eGo proved that men’s styling has a place in both soccer and gaming worlds. The campaign achieved over 168 million impressions, cementing the gel as an essential for authentic men. On TikTok, the numbers spoke for themselves: an 18.5% Ad Recall Lift, tripling regional benchmarks, and an 18.3% increase in association with the term “alcohol-free,” reinforcing the campaign's core message.
The impact extended to business results as well. May was the most successful month for eGo in the first half of 2024, with a 12.8% growth in sales compared to the monthly average, contributing to an 11% increase in Q2 sales compared to the previous year.
Beyond metrics, eGo positioned itself as a brand that not only enhances style but also emotionally connects with men, becoming the perfect ally to face any challenge—from the soccer field to gaming screens.
Leveraging our brand from a clear and consolidated strategy, as well as from such powerful and relevant platforms, following their learnings and recommendations, is what allows us to achieve the established objectives and take the brand to another level, keeping it current and relevant in new generations.