The Brand
FOUNDER JANELLS STEPHENS IS A MASTER MIXOLOGIST FOCUSING ON USING GOURMET INGREDIENTS THAT BEST COMPLEMENT THE HAIR. SHE KNOWS THE BEST RECIPES FOR OPTIMAL HEALTH FOR HAIR AND BODY. SHE FOUNDED CAMILLE ROSE ON THE FOUNDATION OF THE NEED FOR HER CHILDREN TO HAVE PRODUCTS THAT WOULD WORK FOR THEIR SEVERELY DRY SKIN. PRODUCTS ARE GOURMET, AS JANELL BELIEVES IN YOUR HAIR HAVING THE BEST FOOD FOR YOUR HAIR.
ALTHOUGH CAMILLE ROSE IS NOT NEW TO HOLIDAY DROPS, THEY WANTED SOMETHING NEW AND ORIGINAL FOR THIS COLLECTION AND A WAY TO EMPOWER WOMEN IN THE PROCESS.
The Approach
Camille Rose was particular in how they wanted the rollout of this campaign to unfold. The approach included social media content, significant video assets, and an influencer campaign. With this in mind, we curated the hashtag #RootedInRosemary where consumers could share what they are ‘rooted’ in and this provided the opportunity for consumers to include empowering phrases like “#RootedinWomanhood”, “#RootedInPower,” “#RootedinLove.”
Additionally, major video assets included a Sip n’ Style party showcasing how you can use the collection in your everyday hair routine as well as a Camille Rose Friendsgiving where Rosettes met Janell in the Camille Rose kitchen for a rosemary-infused thanksgiving meal.
LASTLY, WE FOUND OVER 90 INFLUENCERS TO FIT THEIR BRAND STORY AND GENERATE CONTENT UNBOXING THE NEW COLLECTION, SHOWCASING HOW THEY USE IT ON THEIR RESPECTIVE HAIR TYPE, SHARING WHAT THEY’RE ROOTED IN, AND GETTING CONSUMERS EXCITED ABOUT THE BLACK FRIDAY LAUNCH.
Our Strategy
We hired 90+ influencers and sent hand packed boxed to them for an exclusive unboxing to be dropped right before black Friday. Video assets were posted days before black friday to create anticipation of the collection. Video assets from influencers were reposted throughout the month to create additional hype around the collection.
Post Type
Carousel
Reel
Stories
Tik Tok
Videos
The Highlights
This was one of the biggest influencer campaigns that the brand has seen.
The engagement was up 4x what we expected.
The collection sold out within hours of going live on the website .
4.32% engagement rate on the in-feed posts which is super strong.
Tiktok and Reels were highly engaged.