Sons is a men’s wellness brand on a mission to make hair loss and everyday health solutions accessible and stigma-free. Terrier Agency partnered with Sons to launch a large-scale influencer marketing campaign, activating 824 creators across the UK to drive authentic conversations around men’s hair care.
The campaign leveraged a diverse mix of lifestyle, grooming, and wellness creators who shared genuine experiences with Sons’ subscription products. Through a combination of Instagram Reels, Stories, and feed posts, the campaign generated 9 million views and 205,000 engagements, achieving an outstanding 5.75% engagement rate that far exceeded industry benchmarks.
With nearly 2,500 pieces of content shared and a total audience reach of over 55 million, the campaign delivered massive brand awareness while maintaining the authentic, peer-to-peer feel that drives real purchase consideration in the health and wellness space.
Sons: launching to market
Before the wider creator programme, Terrier ran a full-scale influencer outreach campaign to launch Sons to men aged 25 to 35 across multiple platforms, offering a free Sons shampoo in exchange for authentic promotion. The strategy let creators build genuine product experience before promoting it, generating credible, organic content across lifestyle, fitness and grooming communities rather than paid-looking placements.
The launch also put Sons in front of the men most likely to benefit from its treatments by normalising a sensitive topic through trusted voices, and secured top-three UK rankings for competitive terms including “dht blocking shampoo” (#2nd), “minoxidil uk” (#3rd) and “finasteride uk” (#6th).
Sons: expanding to Ireland
As Sons established itself in the UK hair-loss treatment space, Ireland was the natural next market. The expansion brought its own technical list: standing up an entirely new IE domain, adding hundreds of hreflang tags so UK and Irish searchers landed on the right site, and building an IE-specific content calendar and keyword map rather than simply re-using UK copy.
Because Irish search volumes for the same UK keywords rarely matched, the team researched and mapped IE-relevant terms from scratch and rewrote copy around them. The result was a 30% visibility increase and a #1 ranking for “minoxidil ireland”.
