Hair Therapy
TRIBE ran an influencer marketing campaign for Dove's Hair Therapy haircare range in which 37 creator posts reached a combined following of 985,392 people.
Case in 60 seconds
Dove needed creator posts for its Hair Therapy haircare range that showed results without reading as staged product photography, which the campaign objective addresses by ruling out clutter and heavy filtering.
The campaign appears to turn on the belief that haircare proof is more credible when it arrives in a creator's own words about their own hair, because the brief ties personality and visible results together rather than treating either alone as sufficient.
The organizing thesis is that natural personality is the most beautiful thing about a person, so the range is shown through creators describing their own results rather than through a product claim.
TRIBE ran the campaign as influencer marketing, briefing creators to submit posts celebrating results using the haircare range and to feature their hair, the product and the results in clean, unfiltered images.
TRIBE reports 37 creator posts against combined followers of 985,392, with 7,503 likes and comments and an engagement rate of 0.76%, alongside an average CPE printed as 0.48, $0.62 and 0.86.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.48 $0.62 0.86 | engagements |
| combined followers | Combined Followers 985,392 | reach |
| creator posts | Creator Posts 37 | content_pieces |
| engagement rate | Engagement 0.76% | engagement_rate |
| likes and comments | Likes & Comments 7,503 | performance |
Why TRIBE's strategy worked
- 1
Writing production constraints into the brief, such as avoiding clutter and not over-filtering, appears to be how a beauty brand keeps creator output consistent while still asking each creator to speak in their own words.
- 2
A cost-per-engagement figure printed as a range rather than a single number suggests the brand was buying across creators at different rates, though how the rate was calculated is not stated.