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.
