Case
STUDY
Texture My Way
Increasing brand awareness among the global
natural hair community
The Challenge
As one of the forerunners of natural hair care, Texture My Way (TMW) puts the consumer in control of the hairstyle that is unique to their own texture. one50one was tasked with raising awareness among the global natural hair community through increased sales, followers and brand recognition in the 18-to-34 demographic, along with creating a consistent brand look and cadence.
ACTION
one50one started by performing a comprehensive brand audit, including analyzing the current audience and conversations, as well as a competitive analysis of the top four competitor brands on the market with consumer research. We then created a social media strategy and calendar with daily postings across Instagram, TikTok and Facebook using a new brand look. This included nurturing conversations and influencer connections with an increase in user-generated content among natural hair influencers across Instagram and TikTok in tandem with social listening for data-driven insights.
At the same time, the new brand look was extended into event materials, such as booth and premiums, and general marketing collateral, like PowerPoint presentations and stationery, along with a new brand guide. one50one then planned and executed a new experimental pop-up for retail locations while also developing an email nurture campaign for both new and existing leads.
Capabilities Used
- Influencer/blogger relations
- Paid social media
- Event activation
- Content distribution and syndication
- Social listening, monitoring and reporting
- Brand strategy and design
RESULTS
1,000+
new interactions
552%
increase in reach
$181,300 earned media value
by TMW influencers over four months
6 million
impressions generated by TMW influencers over a four-month period