The Brief:

Curl Co partnered with SNS to develop and execute their social media and influencer marketing strategy, with objectives to grow social media following, drive direct sales as well as increasing overall brand awareness to support their positioning within retailers and stockists.

To do this, we set out a clear direction to create social media content. By using our in-house team we were able to start creating around 20 pieces of original content and digital assets each month, these consisted of product photography, videography, animation and lifestyle content.

This gave us the social media foundation to then activate an ‘always on’ influencer programme where we seeded product to around 40 new influencers each month. Not only did this increase the brand awareness of Curl Co within a targeted audience but it drove direct sales and also provided us with a rich pool of content to repurpose.

To further support the content creation and gifted influencers each month we identified seasonal bursts where we commissioned a series of macro-influencers to create content across Instagram Reels, TikTok and YouTube.

In particular, we executed Curl Co’s National Curly Hair Day launch where we partnered with the YouTuber Lana Summer to create her own edit, which she shared across her YouTube channel. In addition to this, we created a series of engaging content such as polls and countdowns on social media and ran a giveaway to celebrate the launch.

The Results:

This Lana Summer Edit saw an increase of 331% in sales of which 125% being US based and from this, we were able to identify a strong demand in the US.

Within the first 6 months of our partnership with Curl Co we have created more than 60 pieces of original content as well as growing the social media by 42%

We’ve collaborated with over 130 influencers across Instagram, TikTok and Youtube who had a combined following of over 1.5 million. The influencers have produced more than 130 pieces of content, reaching audiences in excess of 140,000. We’ve also run these influencer giveaways to drive engagement and grow the Curl Co Instagram channels – this produced over 15,000 engagements.

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