The Challenge
ConairMan is Conair’s male grooming range, covering trimmers, shavers and personal care tools. Male grooming creators are a smaller pool than beauty as a whole, and the gap between an account that looks right and one whose audience actually engages is wide. The brand needed rigorous filtering rather than volume.
Our Approach
We ran a large-scale review of the available creator pool and shortlisted only the accounts that cleared both audience-fit and engagement checks.
- 8,421 creator profiles were reviewed to build the shortlist
- Filtering weighted genuine engagement over follower count, to avoid inflated accounts
- Creators were matched to the specific product in the range that suited their content
- All content was approved against brand guidelines before going live
Reviewing at that scale before committing meant the published content came from accounts with a real, active male grooming audience.
The Results
The campaign reached an audience of 640,213 and generated 2,088 engagements from a creator pool distilled out of 8,421 reviewed profiles.
Filtering 8,421 Profiles Down to a Grooming-Fit Shortlist
Terrier’s process for a campaign like this starts with a shortlist built against audience overlap and engagement quality rather than follower count, with every profile checked by hand for bought followers and for conflicts with competitor brands. Usage and exclusivity terms are agreed before creators go into production, so the client is not renegotiating rights after content is live. Creators are then briefed, produced content is approved against brand guidelines, and the campaign runs to a final report.
What 640,213 in Reach Means for a Grooming Brand
The 640,213 audience reach and 2,088 engagements are visibility and interaction figures, not a sales or conversion outcome. What they show is how much of the male grooming audience the campaign put ConairMan in front of, out of a pool the brand filtered down from 8,421 reviewed profiles to reach.
