Overview
To launch and promote a new hair perfume product, we ran a four-month campaign using a mix of nano, micro, and macro creators. In the early stage, our focus was on driving awareness through over 100 short-form videos across all tiers, aiming to introduce the product while generating initial sales momentum.
Key Insight
After analyzing performance in the first month—where 50% of sales came from nano creators and less than 10% from macro—we optimized our creator mix by increasing the portion of nano and micro creators in Month 2. This resulted in a 50% sales increase from micro creators and further gains from nano creators. Building on this success, in Month 3 and 4, we scaled the strategy by increasing micro creator participation by 25%, nano by 15%, and reducing macro involvement to just 2%, allowing us to focus on high-performing, cost-efficient segments.
Key Learning
One clear takeaway from this campaign was that consumers are more likely to convert when exposed to authentic and relatable content. Nano and micro creators excelled in delivering this through personal storytelling and everyday product usage, building trust that translated directly into sales.
Key Result
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