Submitted by Tanke - Creative Influencer MarketingAgency IPI Score 16/100

Nioxin Volume Challenge Influencer Program

Influencer Marketing

Tanke ran a four-activation influencer campaign on Instagram, YouTube and blogs for the Nioxin relaunch, and the agency reports a followers reach of 2.6M across 113 influencers.

2.6MFollowers Reach

Case in 60 seconds

Nioxin, a professional hair brand sold in salons and retailers, already led its market yet chose to change its logo, formulas and product names, so it needed to restart conversations around thinning hair rather than rest on its standing.

The brief turns on conversation rather than announcement, because new names and formulas mean little to consumers with fine or thinning hair until people they follow show the products on their own hair, which is the reading behind the volume and 30 days challenges.

Tanke organized the relaunch as a sequence of four activations that moved from styled product content to proof of use, so each stage asked creators to demonstrate volume and results over time rather than simply present the new range.

Creators published Instagram flatlays and blog articles, then joined the Nioxin Volume Challenge, a photo and video shoot whose film ran on brand platforms with micro influence amplification. Hair routine YouTube videos, Instagram posts and stories followed, closing with a YouTube challenge reporting feedback after 30 days of use.

Tanke reports a followers reach of 2,6M, with 113 influencers producing 213 content pieces, while the page publishes no engagement, sales or salon figures that would show what the conversations returned for the brand.

Strategy Breakdown

Consumers with fine hair, little volume, thinning hair or hair loss, the group the page says Nioxin targets through salons and retailers.
Hair loss and thinning hair products are judged on results over time, so the plan closed on a YouTube feedback format after 30 days of use rather than ending on launch content alone.
Nioxin enters as a market leader reinventing itself, so the page casts the brand as the subject of challenges creators run rather than a sponsor attached to general lifestyle posts.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube

Partners

  • Tanke - Creative Influencer Marketing

Results & Evidence

MetricValue
Followers Reach2.6M followers reach
Influencers113 influencers
Content Pieces213 content pieces

Why Tanke's strategy worked

  1. 1

    A relaunch of logos, formulas and product names gives creators little to show on camera, so a volume challenge turns the product change into a demonstration that content can carry rather than an announcement.

  2. 2

    A usage format built on feedback after 30 days trades speed for credibility, because a report after a month of use answers the doubt around hair loss products in a way that a first impression cannot.

  3. 3

    Pairing a produced film broadcast on brand platforms with micro influence amplification lets one shoot serve owned channels and creator feeds at once, so the production works across several placements rather than one.

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