Agency Guacamole partnered with haircare brand Matrix on a year-long influencer program called "Matrix Content Club" to help increase brand awareness, generate excitement and buzz around the brand's hero and new products. The program, which began four years ago with four creators and has since grown to include 33 hair creators. With this expansion, the program now includes more creators who specialize in a diverse range of techniques and styles, aiming to expand the creator network and drive visibility and enthusiasm for the brand.
Agency Guacamole contracted hair influencers from all around the country to post monthly using the brand's hair color and care products on Instagram and TikTok, establishing a consistent content cadence that drives visibility, desirability and brand awareness. Each month, creators are recommended to leverage current social media and hair care trends to educate their audience on the product's benefits, thereby helping to boost brand engagement. When selecting creators, Agency Guacamole thoroughly sources creators who specialize in different hair textures and coloring techniques. By doing this, the brand can be promoted authentically with the help of creators from diverse backgrounds, thereby reinforcing credibility and expanding its audience reach.
Year to date, this program has generated 905 pieces of content, 18.8M video views and 4.68% engagement rate, which is above the industry average of 2.5%
Please see below for two best-in-class pieces of content:
• A video from Lenny, focusing on the Glow Mania collection, which garnered a total of 1.5M views.
• A video from Angelica, focusing on High Riser, which garnered a total of 369k views.