Beauty / Haircare
IMBUE HAIRCARE
Creator & Content Ecosystem
Client
IMBUE HAIRCARE
Industry
Beauty / Haircare
Engagement
Strategy · Creator · Content
Chapter one
THE WHAT
What the client came to us with.
Launch and scale a culturally relevant haircare brand in the U.S. market through creator-led storytelling, community building and integrated digital content. The challenge was not simply awareness, but education — introducing consumers to a multi-step curl-care system while building trust, retail momentum and long-term audience growth in a highly competitive beauty category.
Chapter two
THE HOW
The work, in three movements.
- 01
Developed a 360° content marketing system spanning owned, earned, paid, influencer and experiential channels — designed to connect education, culture and conversion. Built an integrated framework aligning content, creators, partnerships and distribution to drive scalable audience growth and long-term brand positioning.
- 02
Built a creator and community strategy across TikTok and Instagram, identifying talent with strong audience affinity and developing platform-native storytelling designed to build trust, engagement and sustained cultural relevance within the curl community.
- 03
Led culturally relevant partnerships, brand collaborations and experiential activations to increase visibility, social proof and brand affinity. Integrated talent-led moments, events and partnership campaigns into the broader content ecosystem to expand reach and reinforce Imbue’s position within beauty and culture conversations.
Chapter three
THE WOW
What changed when the work shipped.
-
Reached 85,137,497 people across digital channels
-
Delivered 61.9M partnership and event impressions
-
Grew TikTok from 959 followers to 85K+ in under a year
-
Doubled Instagram audience within 3 months and grew organically to over 5K
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Built creator relationships across the curl and beauty community to drive sustained engagement and brand affinity.
-
Supported broader retail expansion and long-term brand growth through an integrated creator and content strategy
85.1M
People reached across digital channels
61.9M
Partnership & event impressions
140K
TikTok followers in 3 months
In their words
"“Gemma led the strategic development and U.S. launch of Imbue, building the content and growth ecosystem that rapidly scaled the brand’s digital presence and supported retail expansion. She combines strong strategic thinking with a deep understanding of audience behaviour, platform dynamics and performance marketing.”"
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