Multi Grooming Kit-6
Submitted by TRIBEAgency IPI Score 32/100

Braun Multi Grooming Kit Creator Submission Brief

Influencer Marketing

TRIBE ran an open creator brief for the Braun Multi Grooming Kit in Australia, and the agency reports 44.4K likes and comments from 71 creator posts.

44.4KLikes & Comments
2.10%Engagement Rate
2.1MCombined Followers

Case in 60 seconds

Braun needed content for the Multi Grooming Kit from men in Australia, and a grooming tool only is credible when it is shown on real beards and real styles rather than in product shots.

The brief treats grooming as personal styling rather than routine maintenance, because it asks creators how they would use the kit to tailor their look, so each post doubles as a demonstration of individual taste.

TRIBE built the campaign as an open call in which creators earned the Braun Multi Grooming Kit by pitching how they would use it, so selection rested on the submission rather than on a pre-set roster.

Men in Australia with 9k followers or more submitted posts showcasing their beard, style and grooming kit, and those the brand liked received the product to create three posts and provide an authentic review.

TRIBE reports 71 creator posts and 44365 likes and comments across combined followers of 2110022, with a 2.10% engagement rate, and the page prints three positive audience comments under a sentiment heading.

Strategy Breakdown

Men in Australia, reached through the followings of male creators in Australia with 9k followers or more who post about beard, style and grooming.
The brief positions Braun as the tool men use to tailor their look and style, so the kit sits inside a creator's own styling rather than standing apart as a piece of hardware.
Creators were asked to show how they would use the kit before receiving it, because a pitch built on their own beard and style reveals fit with the product more directly than a follower count does.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Likes & Comments44.4K likes and comments
Engagement Rate2.10%
Creator Posts71 creator posts
Combined Followers2.1M followers

Why TRIBE's strategy worked

  1. 1

    Asking for a submission before sending product moves the creative test ahead of the gift, so stock goes only to creators who have already shown how they would use it rather than to a speculative list.

  2. 2

    A follower floor of 9k sets a minimum audience size while leaving the call open to anyone above it, which widens the pool rather than fixing the roster in advance.

  3. 3

    Pairing three posts with an authentic review gives each creator room to show the product in use before judging it, so the review rests on visible use rather than on a single endorsement.

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