The Challenge
Cadello is a haircare brand. Haircare is a demonstration category. Claims made in text convince nobody; the result has to be visible. Cadello needed creators who would show the product being used and the outcome it produced, to an audience that trusts them on hair.
Our Approach
We prioritised creators who already produce hair content (styling, routines, before and after) over general lifestyle accounts with larger but less relevant followings.
- Shortlisting focused on creators with an existing hair or beauty content history, so the product sat naturally in their feed
- Each candidate was reviewed for audience fit and content quality before outreach
- Briefs asked for demonstration content rather than static product shots
- Content was checked against brand guidelines before going live
Concentrating on a smaller, better matched creator pool kept quality high across a compact content run.
The Results
84 pieces of content went live, reaching an audience of over 4 million at a 6.2% engagement rate, a strong return from a deliberately tight creator list.
Seeding Cadello Through Demonstration-Led Creators
Campaigns of this shape follow Terrier’s standard influencer process: a shortlist built against audience overlap and engagement quality, with every profile checked by hand for bought followers before outreach. Usage and exclusivity terms are agreed before content goes into production, so nothing is renegotiated after the fact. Creators are then briefed, content is produced and approved, and the campaign runs to a final report.
Why 84 Pieces of Haircare Content Held Attention
84 pieces of content and a 6.2% engagement rate describe how much of Cadello’s target audience saw and reacted to the creator content, a reach and attention figure, not a sales or conversion outcome. For a haircare brand relying on visible demonstration, that level of engagement shows the content held attention rather than being scrolled past.
