To meet this brief, we executed a year-long, phased creator strategy that was data-driven and trend-reactive. We divided content into monthly waves, working with a high-volume mix of creators across the UK, USA, DE, and NL, including hair care specialists and stylists, as well as GRWM TikTokers, lifestyle vloggers, and trendsetters.

Key components of the strategy:

🎀 Always-On Creator Network: We built continuity with creators month-on-month, fostering familiarity and trust with audiences while testing new talent to spark discovery.
🎀 Cross-Market Scale: Content was rolled out simultaneously across the US, UK, and DACH regions, using geo-specific creators to localise messaging and surface regional hair care concerns.
🎀 Smart Creative Format Mix: From satisfying brush-through transitions and before/after reveals to mid-routine product swaps and voiceovers explaining the science, we kept formats varied and scroll-stopping.
🎀 Performance Optimisation: We consistently tracked which creators, hooks, and CTAs were driving clicks and conversions, and doubled down accordingly in subsequent waves.