Haircare

Turning Superfans into Brand Advocates

A cult-favourite haircare brand wanted to deepen its connection with loyal customers by giving them a platform to become true brand ambassadors. Rather than focusing on paid influencers, the brand partnered with Odore to identify real superfans and activate them through creator-style content missions

Objectives

Our goal is to create thoughtful, functional, and aesthetically balanced spaces tailored to the needs and lifestyles of our clients.

Turn Customers into Brand Ambassadors

Build brand momentum in key global markets with high-impact creator-led content

Drive Authentic, Multi-Channel UGC

Generate authentic UGC to repurpose across email, organic social, and paid media

Maintain Year-Round Brand Presence

Build sustained share of voice beyond seasonal campaign spikes

Track Content Performance Insights

Measure engagement and performance across different content types

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HowWe did it

Launched Insider Creator Program

Identified and invited 2000 high-affinity customers to join the brand’s new “Insider Creator Program” via Odore

Creator-Led, Brand-Aligned Content

Gave creators the freedom to shoot content in their own style while aligning with campaign goals

Monthly Themed Missions

Launched a monthly mission series with varying themes (e.g., wash day routines, transformations, tips & tricks)

Weekly Content Curation

Curated content weekly, allowing the brand to feature creators across its owned channels

Results

This approach was highly successful, providing Tata Harper with detailed insights into its customers. The team encountered some
surprising results, which helped them refine their overall marketing strategy.

Increase in brand mentions across TikTok and Instagram in the first month

3,200+

Generated 3,200+ pieces of UGC from real customers over three months

5.6%

Creators’ average engagement rate was 5.6%, significantly above industry benchmarks

19%

The brand saw a 19% uplift in email CTR when featuring UGC compared to product-only assets

Sustainable

Built a sustainable, owned network of brand advocates with long-term value

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