Overview:
URJOY HAIR CENTER, a newly established human hair shop at Joppa Center Building, Dubois Road, Nairobi, was looking to make a strong market entry and differentiate itself with competitive pricing and high-quality products. To increase brand visibility and drive sales, the client required an influencer marketing campaign that could quickly generate awareness, trust, and conversions in a highly competitive market.

Client: URJOY HAIR CENTER
Industry: Beauty & Cosmetics
Services: Influencer Marketing, TikTok Campaign Execution
Location: Joppa Center Building, Dubois Road, Nairobi, Kenya
Via: Brimar Tech Agency

Challenge:

URJOY HAIR CENTER faced the challenge of introducing its human hair products to a saturated market, where trust and product authenticity are paramount. The client’s primary goal was to build awareness of their competitive pricing, which offered premium human hair at retail prices lower than many of their competitors. The shop needed a strategy to quickly capture the attention of potential customers while showcasing the quality of their products in a credible and engaging manner.

The challenge was twofold:

  1. Generate Immediate Awareness: Being a new player, URJOY needed to break through the noise and introduce their brand to a broad audience within a short timeframe.
  2. Build Trust and Drive Conversions: Customers in the beauty and hair industry often need to see tangible proof of product quality before making a purchase. Trust was a key factor for success.

Solution:

Brimar Tech Agency deployed a highly targeted TikTok influencer marketing campaign, leveraging a network of pre-selected influencers specializing in human hair, beauty, and cosmetics. These influencers were chosen to match the client’s product positioning and target audience, ensuring an authentic and relatable promotion.

Key components of the campaign included:

  • Product Showcase: Influencers received PR packages containing URJOY’s premium wigs, with each influencer personally wearing and showcasing the wigs on TikTok. This hands-on demonstration evoked trust and allowed potential customers to visualize the quality and style of the wigs in real life.
  • Offer Highlight: The influencers emphasized a limited-time offer—purchase one premium wig and receive a short wig for free—creating a sense of urgency and adding value for buyers.
  • Engaging Content: Short, engaging videos were created, showing influencers styling the wigs, giving tips on wig care, and sharing their excitement about the product. The videos were designed to capture attention quickly and spark immediate interest.
  • Call-to-Action: Each video included a clear call-to-action, directing viewers to URJOY’s TikTok page or directly to the shop to make a purchase.

By focusing on relatable influencers and integrating a strong promotional offer, we ensured that the content resonated with both existing beauty enthusiasts and potential new customers.

Results:

The TikTok influencer campaign delivered impressive results, significantly exceeding the client’s initial expectations:

  1. Increased Foot Traffic and Sales: Following the launch of the campaign, URJOY experienced a surge in customers visiting the shop, with many buyers citing the influencer videos as their primary reason for coming. The promotional offer of “Buy One, Get One Free” resonated well, driving both awareness and immediate sales.
  2. Rapid Growth in Social Media Engagement: URJOY’s TikTok page, which started with zero followers, grew organically to 534 followers within just two days of the campaign’s launch. This spike in engagement not only enhanced the brand’s visibility but also provided a platform for future marketing efforts.
  3. Positive Brand Perception: By using influencers who the audience already trusted and admired, URJOY was able to build credibility quickly. The visual demonstration of the wigs, along with influencer testimonials, helped to establish the brand as a reputable provider of quality human hair products.

Conclusion:

The influencer marketing campaign for URJOY HAIR CENTER was a resounding success. The combination of targeted influencers, authentic content, and an enticing offer led to increased awareness, strong customer consideration, and ultimately, higher sales conversions. The growth in TikTok followers further positioned the brand for continued success in the competitive beauty and hair industry.

This case study highlights the effectiveness of influencer marketing in driving both immediate sales and long-term brand loyalty. Brimar Tech Agency’s strategic approach enabled URJOY HAIR CENTER to not only break into the market but also to stand out as a trusted provider of premium human hair products at competitive prices.