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Dye Candy
Creators of the most efficient hair dye applicator on the planet.
38
creators
2.9M
total impressions/
views
94
fully licensed assets
$748,602
EMV (earned media value)
About
Dye Candy partnered with Joybyte to grow their social following, help them spread brand awareness and ultimately drive sales within the hair community.
The Challenge
The client was managing all social presence and was the only face of the brand. They did not have any content showing other people using the product and didn’t have any social proof that this was actually a good tool for the hair community. The Dye Candy team wanted an arsenal of content from real people using the Hummingbird hair dye applicator they could use on social media and in paid ads to help spread awareness of their revolutionary product and drive sales.
Our Solution
This was a tall order; there are only a finite number of hair ambassadors out there, as there aren’t many people who are willing to physically dye their hair for this type of campaign. The Dye Candy team also wanted to show real people at home dyeing their hair – not professionals in a hair salon. This narrowed it down further, but after using hashtags and affinity creator and brand searches, we found a niche of creators who fit the bill. We also reactivated the top 10 influencers who loved Dye Candy and created great content, retargeting them for more and more content, which helped grow the brand on social media and create top content for paid ads. Dye Candy saw several viral TikTok posts using this content as well – many with over 30,000 likes and hundreds of comments, and one with over 1 million views. One organic post using the same viral piece of content with influencer UGC generated 7 million views and drove over $2K in sales within the first 12 hours of going live. The Joybyte team also grew Dye Candy’s TikTok following from 0 to 20,000 in 6 months.
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