Submitted by BeInfluence

Henkel Group: influencer agency of record in the Benelux

BeInfluence serves as Henkel's influencer agency of record in the Benelux for Schwarzkopf, Syoss, Gliss Kur and Got2Be, reporting 770% Global Return On Investment.

900%Return On Investment
80campaigns per year
500+creators activated per year
2000+creators activated
770%global return on investment

Case in 60 seconds

Henkel runs four hair care brands in the Benelux, Schwarzkopf, Syoss, Gliss Kur and Got2Be, and the mandate described covers influencer, event and UC/CGC strategy for all of them, which makes the task a continuous multi brand operation rather than one campaign.

The work appears to turn on treating creator relationships as standing infrastructure rather than per campaign hires, because 500+ creators actived per year across four sibling brands only stays workable where sourcing and briefing run as one shared operation.

BeInfluence takes the influencer agency of record position for the four Henkel brands in the Benelux and runs their entire influencer, event and UC/CGC strategies from a single continuing remit rather than brand by brand and campaign by campaign.

The agency runs influencer campaigns, brand events and user and creator generated content for Schwarzkopf, Syoss, Gliss Kur and Got2Be in the Benelux, reporting 80 campaigns per year and 500+ creators actived per year across the four brands.

BeInfluence reports 80 campaigns per year, 500+ creators actived per year and 770% Global Return On Investment on the Henkel account, with no spend base, no measured period and no client comment attached to those figures.

Strategy Breakdown

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

Four hair care brands under one owner sell into the same Benelux market, so routing their influencer, event and creator content strategies through a single agency of record keeps them from competing for the same creators. Based on the available evidence, that consolidation is the structural point of the arrangement.
BeInfluence presents itself as the standing operator behind the four Henkel brands rather than a supplier hired per campaign, and the page does not state how the work is divided or differentiated between Schwarzkopf, Syoss, Gliss Kur and Got2Be.

Creative & Execution System

Assets & channels

  • CGC
  • UC/CGC
  • UGC

Partners

  • BeInfluence (lead_agency)

Participation mechanic

  • User and creator generated content sits inside the remit alongside influencer and event work, which places audience made material in the programme, while the route by which audiences contributed it remains undescribed.

Creator role

  • 2000+ creators activated
  • 500+ creators actived per year

Results & Evidence

MetricValueResult type
Return On Investment900%roi
campaigns per year80 campaigns per yearperformance
creators activated per year500+ creators actived per yearcreators_count
creators activated2000+creators_count
global return on investment770% Global Return On Investmentroi
views generated140Mvideo_views

Why BeInfluence's strategy worked

  1. 1

    An agency of record arrangement that carries influencer, event and creator generated content together appears to convert repeated negotiation into standing process, which is what allows a reported 80 campaigns per year to run across four brands at once.

  2. 2

    A pool of 500+ creators actived per year across sibling brands suggests roster reuse between Schwarzkopf, Syoss, Gliss Kur and Got2Be, since four separate recruitment efforts would multiply sourcing cost without widening the audience reached.

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