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

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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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