Sons is a men’s health brand tackling the largely unspoken problem of male hair loss through tailored monthly treatment packages, delivered discreetly to the door. Terrier ran a full-scale influencer outreach campaign to launch the brand to men aged 25–35 across multiple platforms, offering a free Sons shampoo in exchange for authentic promotion.
The launch strategy built genuine product experience among creators before they promoted it, generating credible, organic content across lifestyle, fitness and grooming communities. Alongside the launch push, Sons achieved a 91.15% increase in organic traffic and a 195.74% increase in impressions, with top-three rankings for competitive terms including topical finasteride UK, DHT blocking shampoo and minoxidil UK.
By normalising a sensitive topic through trusted voices, the campaign established Sons among the men most likely to benefit from its treatments.
