4U by Tia
4U by Tia is a hair care line for curly hair created by celebrity Tia Mowry. It retails on both D2C and at Walmart.
Brand Launch + Social Media Management + Influencer Management
THE CHALLENGE
Successfully bring to market a 4U by Tia, hair care brand
Instantly gain market share in the space
Disrupt the industry & quickly gain and maintain the momentum
Gain a super fan, build strong affinity from day 1
OUR APPROACH
In-depth market research to inform the approach (target audience, go to market positioning, persona building, industry competitive sentiment, best practice expertise, innovation)
Set an intention: establish key success metrics
Cohesive, holistic cross-channel brand launch strategy to meet brand’s key success metrics
Channels: Instagram, TikTok, Influencers, Paid Media, Facebook Community
DATA DRIVEN STRATEGY
Cadence Strategy
Soft Launch/Teaser. Creating excitement!
Launch. Big Reveal
Post - Launch. Maintaining the momentum
Cross Channel Strategy
Cohesive roll out across all channels
Timed content and cadence across all channels
Targeted per channel but rolling up to holistic approach
Content Strategy (B2C & B2C to B2B)
Holistic content focus on Brand, Product, Wellness, Education, Community
Channel targeted
Agile, staying on top of trend
Test & learn approach from day 1, flexibility to optimize fast. Ready to pivot if something worked well e.g. Celebrity content
Audience Targeting
Important overall but also per platform
Testing from day 1, family approach vs individual focus
Persona testing, Tia’s audience at first, then pivoting to wider audience
Diversity and inclusion
Talent Strategy
Tia Mowry participation & support
Content strategy for Tia’s and 4U channels
RESULTS WITH IMPACT
Followers: 23,800 within 4 weeks of launch; 43,100 within 5 months
Net New 50.48% market share vs competitor avg under 20% market share
Total Impressions: 1,770,081
Total Video Views: 1,591,005
Total Engagements (Likes, Comments, Shares, Saves): 92,747
Engagement Rate(Not including top performing collab posts): 8.19%
vs Competitor Avg: 0.12% and Industry Benchmark: 0.4%
TikTok
Followers: 1,826 within first 4 weeks of launch; 8,282 within 5 months
Video Views: 49,839
Engagements (Likes, Comments, Shares): 3,016
Profile Views: 9,710
OTHER METRICS
15,000 within first 4 weeks with only organic social driving
Net new follower growth surpassed all competitors with over 50% market share
Overall engagement during this time landed 4U in position #4 on a competitive list with 8.2% market share (doesn’t include best performing collaborator posts with Tia). Competitive & industry benchmark avg engagement rate is under 0.50% during the same time period.
The brand has a very strong TikTok entertainment score** avg 8-9. Beauty brands in general with Entertainment Score of 5 or above grew by an avg of 51% in their first six months of joining TikTok.