Fortune 50 Haircare Brand

A global beauty conglomerate and gen.video worked alongside a diverse group of influencers to generate engagement and lift sales for their new haircare line.

the challenge

Drive Awareness The All-Natural Way

A Fortune 50 Haircare Brand needed help driving awareness and consideration of their new
all-natural haircare
line across women with all types of hair. ​

 
 

the approach

The Beauty of TikTok

Partnered with a diverse group of beauty TikTok influencers who had every type of hair: straight, curly, damaged, etc. ​TikTok Influencers posted tutorials on how they use the product, specifically for their type of hair and directly linked where customers could buy online at Amazon.

 


 

Platforms

TikTok  
YouTube

HubSpot Video
Gradient Images-4-3
the results

Positive Lift with Lower Cost Per Click

3.7x sales lift throughout campaign and 22% halo lift after campaign end.

Cost per click on TikTok from top performing influencers was 2.8x less compared to YouTube. ​
TikTok received a 12.61% engagement rate, compared to 3.14% on YouTube! ​
22%

Lift in Halo Sales

2.8x

Less for Cost Per Click

3.7x

Sales Lift on Amazon

12.61%

Engagement Rate on TikTok

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the influencers

The Beauty Behind The Campaign

For this new haircare product line launch, we needed a diverse team of TikTok and YouTube influencers to show how they used the products in their everyday haircare routines. We recruited a group of influencers with a large following to demo the products for their hair types, aligning with our diverse target audience. 

Aida T.

@studiotechilo

Ashley Y.

@ashyi

Keisha H.

@curlsbykeish

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