Overview

Not Your Mother’s (NYM), a widely loved haircare brand known for its innovative styling products, aimed to build authentic community engagement around its All Eyes on Me 3-in-1 Styling Cream.

To achieve this, NYM partnered with The Sociable Society (TSS) to drive both awareness and engagement throughout a strategic four-month TikTok campaign. TSS collaborated with 127 micro-influencers to create and showcase the product’s versatility and effectiveness through authentic, relatable content experiences.

The Challenge

Not Your Mother’s needed to position the All Eyes on Me 3-in-1 Styling Cream as an essential, multi-purpose styling product for everyday hair care routines.

They sought to build authentic community engagement while driving product awareness through relatable creator content that would resonate with their target audience.

Goals & Strategy

The primary objective of the campaign was to build a robust creator community, elevate brand engagement, and enhance Not Your Mother’s social media presence. To achieve this, we (TSS) structured our approach around three key content angles and narratives:

• Price Point: Highlighting high-quality results at an affordable price.
• A/B Testing: Experimenting with messaging variations to determine the most compelling product narrative.
• It’s a Dupe!: Positioning the product as a high-end alternative, emphasizing comparable performance.

Execution & Key Results

Leveraging TikTok as the primary platform, our campaign saw exponential growth across key performance indicators:

• 1.2M+ views across influencer-generated content
• 13.7K+ link clicks, driving significant interest in the product
• 55K+ engagements, reinforcing audience connection with the brand
• View rate nearly 4x the client’s benchmark KPI, demonstrating strong content resonance
• Engagement rate grew over 45% from campaign start to finish

Content Performance & Insights

We analyzed performance by content angles to optimize and refine strategy throughout the campaign:

• Product Education consistently led engagement, achieving a 20.66% view rate (VR) and 5.65% engagement rate (ER) in December.
• Styling Hacks emerged as a strong performer, achieving a 17.84% VR and 4.88% ER.
• Hair Routines saw high conversion potential, securing a 3.52% CTR.

An A/B test revealed that messaging featuring all three product uses garnered higher initial attention, achieving an 18.76% VR, but engagement remained similar across variations. This highlighted the importance of concise, benefit-driven messaging.

Optimization & Future Recommendations

Throughout the campaign, we refined our approach based on insights:

• Leveraged high-performing content angles to scale top-performing narratives.
• Implemented text overlays, which significantly outperformed voiceovers in engagement.
• Optimized creator briefing to ensure clarity around product benefits and use cases.

Moving forward, a few of our recommendations include:

• Scaling Product Education content, given its top performance across all four months.
• Expanding influencer briefing sessions to ensure messaging consistency.
• Further experimenting with text overlays, as they drove stronger engagement compared to voiceovers.

Not Your Mother’s TikTok Influencer Campaign Takeaway

By strategically aligning influencer content with Not Your Mother’s brand goals, The Sociable Society successfully increased product awareness, engagement, and conversions. This campaign is a testament to the power of micro-influencers, strategic content testing, and performance-driven optimizations in influencer marketing.

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Need To Drive Performance & Build A Robust Community With Creators?

Influencer marketing is more than just brand awareness — it’s about building genuine connections and driving real results. As demonstrated in this campaign, the right strategies and partnerships can create impactful digital moments that lead to lasting brand success.

If you’re looking to amplify your brand’s presence and engage with audiences in a meaningful way, The Sociable Society is here to help. Let’s connect here (or reach out directly to Kaitlyn, our Head of Brand Partnerships) and craft your next standout campaign!