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.
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
