invisibobble needed a new creative campaign that would resonate with global consumers and bolster brand awareness. They wanted an idea that would excite and inspire beauty enthusiasts to try invisibobble products around the world, with an emphasis on the U.S. market.
Socialfly conducted extensive research into invisibobble’s target audience to fully understand how to reach them in an emotional and relatable way. Tapping into the audience’s key motivators, such as self-expression, creativity, and excitement, Socialfly harnessed the idea of reinvention with the “Twist It Up” campaign. This concept was all about the unexpected, empowering women to add their own personal twist to everything they touch while tying back to invisibobble as the enabler. Of course, the idea also had a strong literal connection to the function of the product (twisting up your hair) and is ownable to the brand as “the original twist hair tie.”
Twist It Up was all about highlighting the unexpected. Every scene started with a woman twisting her hair up with an invisibobble and eventually led to an unexpected reveal, shining a light on the unexpected twist. Socialfly executed a multi-day photo and video production to capture a large quantity of assets to be used across social, digital, broadcast, print, out of home, and more.