The Challenge
Hair Tools supplies styling tools and salon equipment. Tools are bought on performance, and performance is hard to communicate in a still image. The brand needed video content that showed the tools working, from people whose styling skills gave the demonstration weight.
Our Approach
We built a short, high-quality creator list weighted towards video-first accounts and hairdressing professionals.
- Creators were selected for demonstrable styling skill rather than reach
- Video was the required format so the tools could be shown in use
- Every creator was vetted for audience fit ahead of outreach
- Content was reviewed against brand guidelines before publication
A small creator list producing strong video outperformed the alternative of spreading the same budget across a wider, weaker pool.
The Results
25 pieces of content generated 302,170 views against a total audience reach of 545,094. A view rate that shows the content held attention rather than simply appearing in feeds.
Casting for Creators Who Could Prove a Tool Works
Video-first campaigns follow the same shortlist-and-vet process as any Terrier influencer campaign, weighted towards creators whose existing content proves the skill a demonstration needs. Usage and exclusivity terms are agreed before production starts, creators are briefed for the specific format required, and finished content is checked against brand guidelines before it goes live.
Why 302,170 Views Against 545,094 Reach Matters
302,170 views against a 545,094 total audience reach is an attention figure, not a sales number. It shows that the majority of the people who could have seen the content actually watched it, which is the outcome a tools brand needs from video demonstration content rather than a static impression count.
