Submitted by WE ARE KOMODO

Glaze Hair High Shine Highlights Ambassador Program

Komodo ran a three-month ambassador program for Glaze Hair across 16 UK and US influencers, reporting 7.7m impressions behind the High Shine Highlights launch.

$510kearned media value
643kengagements
7.7mimpressions
226%percentage of projected delivery
7.2Mreach

Case in 60 seconds

Komodo was tasked with executing a three-month ambassador program using mid-sized influencers to promote Glaze's launch of the Super Gloss in three new shades, specifically the High Shine Highlights range for highlighted hair.

The campaign appears to turn on the specificity of highlighted hair, because a shade range defined by an existing colour treatment needs to be shown on hair that already carries that treatment rather than claimed in general terms.

The organizing thesis was a sustained ambassador program rather than a launch moment, with one mid-sized cohort returning to the product across three months so the new shades read as part of ordinary routine use.

16 influencers across the UK and US posted on TikTok, Reels and Instagram Stories, documenting their use of Glaze High Shine Highlights through morning routine content and detailed product walkthroughs that showed the range's features and benefits.

Komodo reports 7.7m impressions, 643k engagements and $510k earned media value, with the program achieving 226% of its projected delivery and generating a reach of 7.2 million across the two markets.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

People with highlighted hair in the UK and US markets, which is the group the High Shine Highlights range was built for.
A gloss product sold on shade fit has to be seen on comparable hair before it is credible, so a three-shade extension for highlighted hair carries a demonstration problem that a claim alone does not solve; the page does not describe how shade matching was communicated beyond talent showing their own use.
Glaze appears in the work as a step inside existing hair routines rather than a separate treatment occasion, which is the reading supported by the morning routine content Komodo describes alongside the walkthroughs.
Based on the available evidence, the program relied on repeated exposure from familiar mid-sized accounts over three months, because confidence in a colour-specific product tends to follow from watching the same person use it more than once.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • Instagram Stories
  • Reels
  • morning routine content
  • product walkthroughs

Partners

  • WE ARE KOMODO (lead_agency)

Creator role

  • 16 influencers across the UK and US markets
  • ambassadors
  • mid-sized influencers

Results & Evidence

MetricValueResult type
earned media value$510k - Earned Media Valueemv
engagements643k - Engagementsengagements
impressions7.7m - Impressionsimpressions
percentage of projected deliverywe achieved 226% of our projected deliveryperformance
reachgenerating an impressive reach of 7.2 millionreach

Why WE ARE KOMODO's strategy worked

  1. 1

    A three-month ambassador structure allows the same creators to show a product more than once, which turns a single launch claim into repeated demonstration and gives a shade extension time to be understood.

  2. 2

    Casting mid-sized talent in volume, at 16 creators across two markets, spreads a launch across many separate audiences rather than concentrating it in a few, and Komodo attributes 226% of projected delivery to that breadth.

  3. 3

    Splitting output between routine footage and product walkthroughs lets one cohort serve both passive discovery and explanatory need, so a single partnership carries awareness and product education rather than requiring two casts.

  4. 4

    Reporting a reach of 7.2 million alongside 7.7m impressions shows the two counted separately, which matters because impressions above reach indicate repeat exposure inside the same audience rather than additional people seen once.

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