In a haircare market saturated with legacy giants and buzzy newcomers, HASK Beauty needed to make a statement—and fast. With low brand awareness and no direct-to-consumer sales, the challenge was clear: create undeniable brand recognition and retailer demand through an electrifying paid media campaign. The goal? Capture the attention of women aged 25-34 and seamlessly guide them to key retail partners, Target and Walmart.
HASK’s breakthrough moment came by blending best-in-class storytelling with platform-native execution. The campaign launched with sleek, polished brand videos, but our agency knew that to truly dominate TikTok, Meta, and YouTube, authenticity was key. Enter: user-generated content (UGC). We strategically integrated creator-led storytelling—real voices, real results, real relatability—crafting a campaign that felt less like an ad and more like the recommendation of a trusted friend.
The result? A masterclass in performance-driven brand storytelling. UGC not only shattered engagement benchmarks but also transformed how beauty audiences interacted with HASK, proving that social-first creative wasn’t just an enhancement—it was the engine driving the campaign’s success.
We launched a multi-platform campaign strategy spanning TikTok, Meta, and YouTube from June to December utilizing placements that would have the greatest impact with our highly-curated audience. We started with premium, high-production video assets that performed well, generating strong view-through and click-through rates. But to maximize impact in social-first environments, we pivoted to an influencer-driven, UGC-powered approach—delivering results that rewrote the playbook on paid beauty marketing for HASK.
Hand-selected creators (Amanda, Giselle, and Ashley) became the campaign’s secret weapon. Their videos seamlessly integrated HASK’s core messaging while maintaining the raw, engaging aesthetic that today’s beauty consumers trust. We worked closely with HASK to ensure that every UGC asset followed platform-specific best practices, prioritizing eye-catching hooks, fast pacing, and relatable narratives.
A rigorous creative testing framework fueled continuous optimization. We tested everything: music vs. no music, short-form vs. mid-length, voiceover styles, logo placement, and messaging approaches (ingredients vs. benefits vs. tutorials). This data-driven methodology allowed us to fine-tune creative based on real-time performance, ensuring every piece of content delivered maximum impact.
Retail moments were strategically leveraged to amplify success. The campaign capitalized on peak shopping periods—Amazon Prime Days, Black Friday, and Cyber Monday—supercharging visibility at critical decision-making moments.
Every element of this campaign was built for scale, futureproofing HASK’s approach to paid media. The result? A blueprint for high-performance, social-first storytelling that doesn’t just raise awareness—it creates undeniable brand obsession.
The numbers tell the story—UGC didn’t just outperform branded creative, it redefined the success of this and future campaigns for HASK.
Setting a New Standard: With UGC performance exceeding expectations across the board, 2025 benchmarks have been aggressively redefined to reflect this campaign’s success.
