The Challenge
Absolute Collagen is a liquid marine collagen supplement brand selling direct to consumers. Collagen is one of the most crowded categories in beauty supplements, and most of the noise around it comes from paid promotion that audiences have learned to discount. Absolute Collagen needed volume without losing credibility: enough creators talking about the product to stay visible, but each one convincing enough to be worth watching.
Our Approach
We built the campaign around sustained volume rather than a small set of large placements, and vetted for creators whose audiences already engaged with skincare and wellness content.
- Creators were sourced across beauty, skincare and lifestyle, weighted towards accounts with strong comment activity rather than follower count alone
- Every creator was reviewed for audience fit before outreach, so spend went to accounts whose followers were already buying in the category
- Content briefs left room for creators to show their own routine, keeping the product in a real context instead of a scripted read
- Delivery was tracked continuously so underperforming creator types could be dropped from later waves
Running the campaign in waves let us learn from early content and reweight towards the creator profiles that were actually converting attention into engagement.
The Results
The campaign produced 626 pieces of live content reaching an audience of just under 11 million, at a 5.76% engagement rate, well above the norm for a supplement category where most sponsored content is scrolled past.
Why Comment Activity Outweighed Follower Count Here
Terrier’s shortlist process weighs audience fit over reach, and for a crowded category like collagen supplements that meant favouring creators with strong comment activity over larger but quieter followings, vetting each one for genuine engagement before outreach, then briefing them to show their own routine rather than read a script.
626 pieces of live content, an audience of just under 11 million and a 5.76% engagement rate describe how many people saw the campaign and how many reacted, not how many bought, but a rate that far exceeds the supplement-category norm is a sign the content was being watched rather than scrolled past.
