Hair.com's Mane Campus Influencer Campaign

For Hair.com's first ever Mane Campus campaign initiative we partnered with 19 Gen-Z college influencers across the U.S. to act as brand ambassadors and create fun back-to-school and get ready with me TikTok videos. Between July and October, the 19 influencers were divided into three tiers with various deliverables.

Between the 19 influencers, 159 pieces of content were produced and published across social channels and content received over 80,000 engagements and 1.8M views.

This campaign's tiered structure was a first for Agency Guacamole. To launch the first-ever Mane Campus campaign, AG contracted 19 Gen-Z influencers attending colleges across the country, splitting the 19 creators into three tiers and requiring different levels of commitment from each tier's content creators.

Tier 1 featured popular beauty TikTok influencers to showcase a back to school get-ready-with-me using Hair.com products.

Tier 2 featured 6 influencers around the U.S. attending various universities and were diverse in hair type, background and social following. The influencers were flown to NYC for a trip that included a branded dinner and 2-day photoshoot for brand/UGC content. Once the influencers got home from the trip, they created back to school get-ready-with-me routines on TikTok and Instagram to increase brand awareness.

Our Tier 3 influencers rounded out the campaign with on-campus gifting to fellow peers at their various universities and promoted the content that was going live that Tier 2 shot in NYC. All activations in the campaign reached over 5M+ people, increased campaign initiatives and created amazing content for the brand and its affiliates to reuse.

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