Matrix - Unbreak My Blonde

Project Description:

Matrix, a leading professional haircare brand of 40+ years, partnered with Agency Guacamole to execute an influencer marketing/content creator campaign for the brand’s new product line “Unbreak My Blonde,” and challenged us to create an innovative and interactive experiential unboxing moment.

The Unbreak My Blonde campaign featured Hannah G. (2.5M combined social followers) from “The Bachelor” TV series, who was quickly growing at the time as a Tik Tok content creator. Hannah broke news of the new product line to her audience on Tik Tok and Instagram, paired with a custom song created just for this campaign.

Immediately following Hannah’s product reveal, a range of paid and earned content followed from diverse creators across social, including Hana Kanazu (397.7k combined social followers) and Amanda Walker (123k combined social followers).

Beyond the product line, the goal for the mailer everyone would receive was to create an interactive, experiential moment that people would feel compelled to film themselves unboxing.

As an ode to the product name and story, we landed on creating a custom box that recipients would have to physically “break” open. When shipping out the mailers, we included small hammers that influencers could use to “break open” their PR package. This was not just any unboxing—it was a fun experience that all our recipients could enjoy showing on social.

This campaign saw incredible results in beauty communities across social, reaching almost 4M people and seeing very high engagement rates on Tik Tok and Instagram.

Top-Performing Content:

 Hannah G (408.6k Views As Of 1/27/22)
 https://agencyguacamole.app.box.com/s/857o5bet0mumccy868oous0niyexz23u