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

Tangle Teezer France Instagram Influencer and Community Programme

Influencer Marketing

Tanke ran a year of influencer activations and community management on Instagram for Tangle Teezer in France, which the agency reports acquired 7.3K fans for @tangleteezerfr.

6.5MFollowers Reach
7.3KFans Acquisition

Case in 60 seconds

Tangle Teezer ran its international Instagram account only in English, so part of its French target group was not engaged with the brand and had no local channel speaking to it.

A French audience that ignores an English feed responds to content made in its own language by people it already follows, so the page treats local creators as the source of a local community rather than a translation of the global one.

Tanke built a dedicated French Instagram community on @tangleteezerfr and fed it through the year with influencer content, so creator activations and community management worked as one programme rather than two separate briefs.

Over one year Tanke activated macro, middle and micro influencers every month in France on Instagram, selecting, booking and managing them, while also running Community Management of the @tangleteezerfr account that their content supported.

Tanke reports 6,5 m followers reach and 7,3K fans acquired for the account, with 180 influencers producing 379 content pieces, figures that come from the agency's own page without a stated calculation basis.

Strategy Breakdown

The French target group of Tangle Teezer that was not engaged with the brand because its international Instagram account was only in English.
The page casts Tangle Teezer as a brush brand that respects the hair of its users, so the French account had to carry that promise to an audience the English feed had not engaged.
Part of the French target group did not engage with an English language account, so Tanke answered with French creators and a local Instagram community rather than more global content.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Tanke - Creative Influencer Marketing

Creator role

  • stephaniedurant — creator
  • leventdumonde — creator
  • _loufit — creator
  • grungy.mermaid — creator
  • lisenn_c — creator
  • poupeekinky — creator
  • laura_milow — creator
  • scarpinabeauty — creator
  • petitboutdesoleil — creator
  • julyandco_ — creator
  • pepswaves — creator

Results & Evidence

MetricValue
Followers Reach6.5M followers reach
Fans Acquisition7.3K fans
Influencers180 influencers
Content Pieces379 content pieces

Why Tanke's strategy worked

  1. 1

    A brand whose global account speaks one language can open a local market by running a separate local account, because the audience it was missing needs content in its own language rather than a wider global feed.

  2. 2

    Pairing monthly creator activations with community management on the same account gives the community manager a steady supply of content, which keeps a new channel active rather than dependent on brand-made posts alone.

  3. 3

    Mixing macro, middle and micro influencers each month spreads the work across reach and volume, because the larger names bring visibility while the smaller tiers supply the bulk of authentic content.

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