Nexxus: Find your formula for stronger hair
TRIBE ran a creator campaign for haircare brand Nexxus across 20 influencer posts, which the agency reports generated an engagement rate of 2.33%.
Case in 60 seconds
Nexxus sells treatments whose benefit only shows through use, so a campaign built on product photography would not carry the argument, and the brand line about finding a formula for stronger hair needs explanation rather than display.
The campaign appears to turn on the observation that haircare credibility comes from watching a routine performed in an ordinary bathroom, because a stated result carries less weight than a before and after somebody produced on their own hair.
The organizing thesis is the personal formula: creators nominate their own favourite products and explain how they use them, so the brand line about finding a formula is answered by twenty individual answers rather than one brand claim.
TRIBE briefed creators to submit posts with themselves and the products, covering application of the treatments, the fragrance and the effects, shot in their bathrooms, applying on the go, or as before and afters, producing 20 creator posts.
TRIBE reports 20 creator posts reaching combined followers of 671,557, an engagement rate of 2.33%, and 15,675 likes and comments, with average CPE given as 0.27, $0.36 and 0.50.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators submitted their own pictures and clips of themselves using the products, shot in their bathrooms, applying the treatment on the go, or as before and afters, in response to TRIBE's open brief.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.27 $0.36 0.50 | engagements |
| combined followers | Combined Followers 671,557 | performance |
| creator posts | Creator Posts 20 | content_pieces |
| engagement rate | Engagement 2.33% | engagement_rate |
| likes and comments | Likes & Comments 15,675 | performance |
Why TRIBE's strategy worked
- 1
A brief that fixes the setting and the talking points while leaving the demonstration to the creator appears to produce usable variety, because the bathroom, the treatment and the effect are constant while the routine differs by person.
- 2
Asking for before and afters converts a product claim into evidence the creator supplies, which suggests categories with a visible outcome can brief for proof rather than for description.
- 3
A follower base of 671,557 producing 15,675 likes and comments across 20 posts reads as a small roster carrying the whole result, so the rate depends on who was cast rather than on volume of posts.