We just dropped our case study on our recent partnership with hair and service brand Mayvenn for an ambassador campaign that not only boosted brand awareness but empowered Black women to embrace beauty on their own terms.
Team IZEA knocked it out of the ballpark on this campaign, hitting a whopping 7.4 million reach and 27.18% engagement rate! Check out the full case study.
Our goal in this campaign was to show why Mayvenn is the go-to place for high-quality but affordable hair and service by top stylists. The result of the three-month campaign: Powerful and inspiring content showcasing Mayvenn’s excellent quality and position in hair and beauty.
Our game plan
The campaign’s success hinged on collabing with authentic creators who have a powerful connection with our target demographic: African-American women between the ages of 24 and 54. IZEA teamed up with creators who love to switch up their gorgeous hairstyles and have a knack for creating eye-catching content.
Account Director Tori Perez and Campaign Managers Molly Hall and Carly Brower used IZEA Unity Search to find creators that fit the vision. They even tapped into some IZEA agency partners that have influencer rosters who would be a good fit.
The team was proud to have found the perfect influencers.
“All creators on the Mayvenn Hair campaign were persons of color and the content allowed for each creator to share their personal hair journey and speak to a niche audience,” said Molly Hall, senior campaign manager.
How did they pull it off?
IZEA shipped hair bundles to 16 influencers and paired them with Mayvenn-certified stylists. Each creator was tasked with picking hair bundles and install types, and IZEA and Mayvenn worked together to coordinate free hair-install appointments with Mayvenn stylists.
This task did not come without challenges, but IZEA’s team was ready to take them on.
IZEA and Mayvenn “worked together to get the orders streamlined and make the product ordering and appointment scheduling more seamless,” Molly said.
Mission accomplished
Our influencers created 53 pieces of content sharing the install process with their followers and showing just how great the quality is, including 22 Instagram posts showing the entire hair-care journey with Mayvenn’s beauty products.
Our campaign reached over 7.4 million viewers in three months, particularly thanks to the influencers who killed it on TikTok and YouTube. We nearly quadrupled the average engagement rate for competitors in the beauty industry at 27.18%. Go team!
“Partnering with IZEA was exactly what our latest influencer campaign needed,” said Brittany Johnson, Mayvenn senior content manager, brand marketing. “The range of photo and video content that resulted from our #MayvennGetsPersonal campaign not only supported our growing brand ethos, but engaged new users and provided fresh evergreen looks that we can utilize in the new year and beyond.”
Read the case study at izea.com/case-studies/mayvenn.
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