The Objective:
To support the launch of IGK Hair’s Good Behavior Intense Daily Smoothing Mask, a line extension of the brand’s top-selling SKU, we executed a two-tiered influencer campaign focused on driving awareness and engagement on Instagram and TikTok.
We activated 35 paid creators across platforms and encouraged 150 IGK Social Club ambassadors to share the exclusive launch mailer on their social channels. This hybrid approach generated buzz and leveraged both macro reach and grassroots community advocacy to spotlight the new product.
My Role:
-Influencer Campaign Leadership:
Spearheaded end-to-end influencer campaign execution in partnership with an external agency, managing budget, creator selection, and performance tracking. Oversaw the development and delivery of campaign briefs, managed content approvals, and ensured alignment with brand strategy, resulting in high-impact, launch-ready content.
-Agency & Cross-Functional Coordination:
Acted as the strategic liaison between IGK and the influencer agency, aligning internal stakeholders, providing creative direction, and ensuring timely delivery of content and reporting. Maintained ownership of campaign timelines, influencer assets, and cross-channel usage to maximize reach and ROI.
