Hairification
How Hairification *generated* __78M__ organic views in one month
- Client
- Hairification
- Industry
- Beauty & Fashion
- Region
- Australia
- Scope
- Strategy · Creator · Paid social ($0)
- Duration
- 1 month
- Year
- 2025
the challenge.
Hairification had a great product a clinically-backed hair growth serum shampoo that brought salon-quality results to supermarket shelves. But great product alone doesn't build a brand.
They'd been running UGC-style content and performance ads to support e-commerce sales. It worked for online conversions, but they had bigger ambitions: getting stocked in major retailers like Priceline and Chemist Warehouse across Australia and the UK.
To win shelf space and move product once they got it, they needed a massive social presence. The founder's brief was simple: build the biggest brand possible. Take care of it. Make it happen.
They were starting from zero followers.
the solution.
We took over TikTok and Instagram with a lean team of three, built around one key asset: their internal content creator, Aspen.
Aspen had UGC experience, but we coached her into a new style, more personality, more series-driven, more native to what works on TikTok. She became the face of the brand.
Then we launched "30 Days Without Washing My Hair."
The concept was simple: Day one, Aspen stops washing her hair. Every day she doesn't wash it, her boss gives her $100. The internet got hooked. People followed along, commented, debated, and shared. By day 30, the series had exploded.
Once the audience was built, we drove them in-store. We created content of Aspen going into Priceline pharmacies, tying the brand to a physical location people could visit. It turned online followers into real-world customers.
- Grew from 0 to 170,000 followers in one month
- 78 million organic views in a single month
- Consistent 1M+ views per video
- 500% sales increase at Priceline the month after the series
- Successfully converted online audience to in-store retail purchases, the holy grail of social commerce
- Trained and developed in-house creator into a brand personality
the results.
We didn't believe those numbers at first. The team understood what would travel and built the whole thing around that. Game changer for the brand.