How Got2b x The Goat Agency Outperformed Other Channels with GRWM Content

AT A GLANCE 

The goal: Got2b aimed to become an everyday styling essential by using creator-led UGC to build trust, drive relevance, and boost awareness and consideration across seasonal moments.

The result: 

• +7pts awareness, adding 910,000 newly aware consumers at a Cost Per 1,000 People Lifted (CPML) of £167
• +19pts agreeability: “matches my styling needs”, adding 2.47M new agreeers at a CPML of £62 (2.4x benchmark)
• +12pts consideration, adding 1.56M new considerers at a CPML of £97 (2.4x benchmark)

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THE GOAL

Got2b wanted to prove that real stories could drive real performance. The objective wasn’t just to push product - it was to reposition Got2b as an everyday styling essential across diverse audiences, hair types, and cultural moments. The campaign had clear objectives: 

• Grow awareness of Got2b’s styling range
• Drive brand relevance across calendar moments: Halloween, Autumn/Winter, and the Party Season/MOBOs
• Increase agreement that Got2b matches personal styling needs
• Use creator-led UGC to build trust and convert consideration at scale

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This wasn’t about broadcasting a beauty ad - it was about building brand love through relatable routines and authentic self-expression.

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THE APPROACH

Using ThisThat’s Simulated Managed Service offering to ensure every piece of content was tracked, understood and optimised—giving clarity on what worked and why.

Working with 11 creators, delivering 15 unique assets across the campaign, Got2b pushed GRWM content, giving space for personal styling routines, storytelling and product demo in one. 

Success was defined by three metrics:

• Awareness uplift, with a benchmark of +7pts
• Agreeability that Got2b matched styling needs, benchmark +8pts
• Consideration, with a benchmark of +5pts

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THE RESULT

The campaign didn’t just hit its KPIs, it exceeded them, outperforming category benchmarks across the board and delivering measurable, full-funnel impact.

Awareness rose by +7 percentage points, meeting the campaign benchmark and resulting in approximately 910,000 newly aware consumers.

For Agreeability, measured by the statement “matches my styling needs”, the campaign achieved a +19 percentage point lift, more than doubling the benchmark. That translated to 2.47 million people now seeing Got2b as a match for their styling needs.

Consideration also increased by +12 percentage points, driving 1.56 million new considerers.

These outcomes went beyond reach - they proved resonance. Got2b moved consumers meaningfully down the funnel, from awareness to active consideration.

While paid media helped scale top-performing content, the standout insight was how powerfully influencer-led content outperformed other channels:

• +4pt lift in awareness
• +32pt lift in agreeability
• +8pt lift in consideration

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The takeaway? When content feels authentic, relatable, and creator-led, it doesn’t just engage - it converts.

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ThisThat: Lift Your Influence. Growth Fearlessly.

ThisThat partnership with The Goat Agency proves what’s possible when performance, creativity and insight are aligned. Providing the best data & insight to understand the drivers of performance, with actionable insight across the three levers (creative, targeting, distribution) strategy shaped by evidence, ThisThat helped Got2B unlock real commercial outcomes - at scale.

Want to increase your campaign performance, turning data into increased ROI? Let’s talk.

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