hydration heroes
creating Gen Z love with the newly rebranded Matrix haircare
18x
total creators
5.5%
engagement rate
89%
positive sentiment
18x
total videos
3m
total views
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.
top creators
start an influencer campaign that drives genuine engagement
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