fbpixel amika #SmoothOver
amika #SmoothOver amika #SmoothOver
amika #SmoothOver
#amika #SmoothOver #amika #SmoothOver #amika #SmoothOver #amika #SmoothOver
Markets
US
#amika #SmoothOver

Driving awareness and engagement for amika’s Smooth Over Frizz-Fighting treatment.

Our experts designed an influencer marketing strategy to support amika in raising awareness and generating buzz around the brand’s Smooth Over Frizz-Fighting Treatment. Led by an engaging editorial direction, the campaign focused on spreading the word about the launch’s at-home and in-salon versions through thumb-stopping and educational content. The assertive selection of UK digital talents combined with authentic storytelling resulted in a remarkable response and engagement rate, increasing the new product’s relevance among the beauty community.

34.3456 M
VIEWS & IMPRESSIONS
01678.78901 K
CLICKS
45 %
ER
Challenge.

Spread the word about amika’s new product and raise interest among consumers.

As an innovative hair care brand, amika is focused on promoting a friendly relationship with beauty by celebrating all hair types. Devoted to caring for hair while cultivating a community and empowering self-expression, the brand launched a new addition to its beloved collection of products – this time focused on frizz-fighting. The Smooth Over Frizz-Fighting Treatment is set to ensure sleeky and smoother hair in 60 seconds – and this was just one of the benefits they aimed to highlight. Their main goal was to raise awareness about the new range in the US and engage audiences to discover more about it, increasing interest in the new formula while reinforcing its positioning as a sustainable haircare option – good for the planet and for every hair.

Strategy.

An influencer marketing strategy for amika driven by relatable storytelling with strategic editorial pillars.

To convey the brand’s key messaging and stay true to their values, our team developed a bespoke strategy combining storytelling and an assertive selection of digital talents in the US. Collaborating with some of the most engaging lifestyle, entertainment, hair stylists and hair content creators in the market, the campaign considered key data insights about beauty and hair care to establish a specific editorial direction, split across three pillars: consumer, pro-influencer and pro-stylist. Educational pieces, such as tutorials and reviews, hair journeys and how-to content were aligned to touch on both at-home and in-salon versions, explore professional tips around haircare and communicate amika’s launch in an authentic, relatable and engaging way.

Results.

Strong ER across platforms and a remarkable response from the beauty community.

The targeted creative narrative led to a successful influencer marketing campaign that not only amplified awareness about amika’s Smooth Over Frizz-Fighting Treatment but also spanned a broad audience demographic with educational and insightful content. By incorporating a diverse range of digital talents, the strategy ensured a smart mix of visuals, entertaining audiences and communicating the benefits of the new collection authentically. With over 3.1M impressions and over $38.8M in EMV, #SmoothOver supported the brand’s key objectives, driving over 5% ER along with a great positive sentiment around the product’s benefits, intent to purchase and the brand’s values.

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