Matrix's Content Club Program

Agency Guacamole has worked with hair care brand Matrix on a project called the Matrix Content Club for several years, and this year, we're working with a group of hair pro influencers from around the country. These hair pro influencers are contracted to post using the brand's hair color and care products monthly on Instagram and TikTok.
What started as a program with ~10 hair pros in 2022 has now tripled in size with 30 creators in the program. We've also significantly increased the budget and we've added two additional team members to the account to manage all creators, all while maintaining high engagement rates.
We’ve seen a dramatic increase in engagement and views when comparing the first half of 2023 (2.66% engagement rate and 3.3M views) and the first half of 2024 (7.77% engagement rate and 24M views). The creators we've worked with for years have dialed in on the kinds of content that resonate with their audiences, and our new members' online communities are really excited about their fun and creative video concepts using Matrix's products.
We’ve had several Content Club members’ videos go viral, increasing our views by over 350% year-over-year, while the number of Content Club members increased by just over 40% in the same period.
Stand-out content:
-Video (https://www.tiktok.com/@biancalorrin/video/7359640756241452318) from Bianca, focusing on So Color, which garnered over 1.8M views
-Video (https://www.instagram.com/p/C309JQ8ue8M) from Whitney, focusing on So Color Cult, which garnered over 2M views
Overall, the Matrix team has been pleased with the program and through its success, Agency Guacamole has had the opportunity to recreate this successful program formula with several other brands, including Carol's Daughter, L'Oreal Professionnel and Pulp Riot, and we're excited to see what the future holds for this concept.