.png&w=3840&q=75)
hydration heroes
PLATFORM
Tiktok
KYRA PRODUCT
Pulse
TOP CREATORS
overview
creating Gen Z love with the newly rebranded Matrix haircare
our killer results
18x
total creators
18x
TikTok videos
5.53%
overall engagement rate
3m
total views
89%
positive campaign sentiment
the challenge
Matrix came to Kyra with a problem. A Gen Z problem. Having been a known, popular brand decades prior, they had just gone through a rebrand and needed to recruit young people back for some new brand love.
the approach
The entry-product to do it? Matrix’s hydrating Food For Soft line. With Food for Soft, we knew we could hook in the next generation. They just needed creators and the right kind of creative execution. So with two different creative formats – one styling focused and one vlogging focused – we asked creators to have some dang fun with it. Because that’s what it’s all about. We let the creators’ personalities shine by following them across their three-coif-styling-journey, or the wee- in-their-life vlogging journey.
why we love it
Kyra tapped creators who were beauty-focused but could also add a little pizzaz. By doing so, we were able to bring out the youthful, fun and vibrant nature of the product that just complemented the TikTok platform so well. In the end, capturing that Gen Z brand love that Matrix was after.
