Syoss
Crossmedia Campaign: UGC to TV
From UGC to TV — a crossmedia campaign featuring Elevator Boys member Luis Freitag and influencer Romina Palm, producing 50+ ad creatives across all channels.
Syoss is Henkel's professional-grade hair care brand, available at drugstore prices in over 30 countries. Developed with hairstylists, Syoss bridges the gap between salon and retail hair care. With sub-brands spanning color, repair, and styling, it serves millions of consumers who want professional results without the professional price tag.
What Was the Problem?
Syoss wanted to break out of TV-commercial-only marketing and reach younger audiences on TikTok and Instagram Reels. The challenge: producing authentic, creator-driven content at scale while maintaining professional positioning — fast enough to stay culturally relevant.
How We Solved It
We created a crossmedia campaign spanning UGC, social, and TV — featuring Elevator Boys member Luis Freitag and influencer Romina Palm. Creators produced native content per platform: TikTok tutorials, IG Reels transformations, YouTube longform. 30+ creators delivered 50+ ad creatives in 4 weeks, with 12 finished ads in performance rotation.
Celebrity Creator Casting
Elevator Boys member Luis Freitag and influencer Romina Palm as campaign faces — combining reach with hair care credibility.
Platform-Native Production
TikTok tutorials, IG Reels transformations, YouTube longform — same story, different format for each platform.
Creative Volume at Speed
30+ creators delivering 50+ ad creatives in just 4 weeks. 12 finished ads in performance rotation simultaneously.
UGC-to-TV Pipeline
Best-performing UGC content scaled from social to TV — proving that creator content can graduate to broadcast.
Campaign Material
Crossmedia works best when creators produce native content for each platform. The same story told differently — not the same video everywhere.
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