Social Media Marketing 

Building a Scalable, Strategic Social Presence for a Masstige Haircare Brand

Project Details

The Challenge

Odele Beauty is a clean, inclusive masstige haircare brand designed to bring salon-quality performance to everyday routines, with both a direct to consumer presence as well as a retailer presence at Target, CVS and Ulta. As Odele’s full-service social media partner, GRIT Studio was brought on to elevate their presence across platforms (Instagram, TikTok, YouTube) with a focus on brand storytelling, community building, and performance-driven growth.

Develop and manage a holistic social media strategy that:

  • Balances editorial “lookbook” content with performance marketing goals

  • Grows a loyal, engaged community on Instagram and TikTok

  • Leverages insights from Dash Hudson analytics to optimize creative

  • Launches and manages Instagram and TikTok Shops for social commerce

The Solution

GRIT Studio led end-to-end social media management for Odele, including:

  • Strategic planning and content creation aligned with brand pillars and campaign cadence

  • Creative direction and production that merged lifestyle aesthetics with product storytelling

  • Community management to foster engagement and deepen brand loyalty

  • Platform setup and optimization for social commerce (IG + TikTok Shops)

  • Launching of YouTube shorts for increased reach and educational content

  • Ongoing reporting and analysis through Dash Hudson to refine content and scale performance

The Results

  • 200% increase in follower growth rate across platforms

  • 64% Instagram follower growth

  • 8.62% Effectiveness Rate, significantly outperforming industry benchmarks

  • Maintained an above-average engagement rate while scaling audience

  • Leverages evergreen content and + trends to raise both Reach & Engagement:

    • Relatable & funny trend content increased Reach by 27.42% (IG), Video Views by 43.08% (TT) & Engagement by .08% (IG) and .34% (TT)

  • Maintained a 55.41% Higher Follower Growth Rate than the brand’s competitive cohort and a .2% higher engagement rate

  • More than doubled average impressions, increasing brand visibility and reach

GRIT helped Odele build a high-performing, visually cohesive social presence—one that both reflects the brand’s identity and delivers measurable growth in awareness, engagement, and sales.

A stylish arrangement of beauty products on a marble surface. Includes Odele hair products, lipstick, and floral accents, exuding a chic and luxurious vibe.
A beige wide-tooth comb with the brand name is tucked into the back pocket of blue jeans. A white shirt is partially visible above the pocket.
Vanity with beauty products including a cream, hair oil, red lipstick, fragrance bottle, wide-tooth comb, and an air dry styler near a mirror.

Influencer, Creator + UGC Marketing 

Influencer Campaign Launch: Get Along With Your Hair

Project Details

The Challenge

Odele Beauty, a clean, inclusive masstige haircare brand, partnered with GRIT Studio to lead the influencer marketing strategy and execution for their new campaign, Get Along With Your Hair. The goal: to deliver cohesive messaging, amplify reach, and generate high-impact content that resonates across audiences and platforms.

  • Launch a campaign with a strong, unified narrative across influencer content

  • Expand reach by bringing in macro-influencers, while maintaining authenticity

  • Generate high-quality content with secured usage rights for extended brand leverage

The Solution

GRIT executed a strategic influencer marketing rollout that prioritized both scale and storytelling:

  • Curated and managed a diverse group of 30+ influencers, spanning micro to macro tiers

  • Developed campaign briefs rooted in Odele’s inclusive brand tone, ensuring cohesive messaging across all content

  • Secured content rights for brand use across paid, social, and owned channels

  • Focused on performance, resonance, and relatability—not just reach

The Results

  • 5.8 million total views

  • Achieved a 50% higher engagement rate than industry average

  • Generated 30+ high-quality influencer content pieces with full usage rights

  • Extended brand reach and deepened consumer connection through consistent, values-driven messaging

By combining thoughtful campaign storytelling with strategic influencer selection, GRIT helped Odele Beauty turn Get Along With Your Hair into more than just a campaign—it became a conversation, generating powerful engagement and long-term brand equity.

Person with long wet hair lathers shampoo, hands massaging scalp. Water droplets on skin suggest shower setting, conveying a refreshing moment.
Luxurious flat lay of a dry shampoo bottle with black cap, gold chain jewelry, elegant sunglasses, and a pearl earring, evoking a chic vibe.
A woman in white blouse and shirt holds three Odele hair care products against a light blue backdrop. The scene conveys a clean, sophisticated tone.

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