VO5 partners with Twitter for Brit Awards native video campaign

Unilever-owned VO5 is one of the first British brands to use Twitter’s native video service, after the new feature launched at the end of last month.

The hair styling brand will run two standalone ads on Twitter’s new video player during tonight’s Brit Awards, with one spot featuring VO5 products being used as ‘instruments’ in a sound check as the show starts, and a second inspired by Pitch Perfect’s ‘When I’m Gone’, also known as the Cup song.

The wider social media campaign, created by Jam, extends to VO5’s Twitter feed, which will tweet out hairstyle tips for men and women from the red carpet during the awards. The tips, shot by vloggers StyleSuzi, TalkBeckyTalk and Katie’s Beauty Blog, will also feature on VO5’s All Things Hair channel.

VO5 ran a similar campaign during the Brit Awards last year, sponsoring the Brit Awards video player using Twitter’s sponsored content service, Amplify.