Nioxin: Real conversations about hair loss, with real people.
Nioxin wanted to be the must-have brand for hair and scalp health, and to reach people dealing with hair loss at key moments in their lives. We partnered with 10 creators, from hair experts to people with their own hair loss concerns, then gifted Nioxin products to 200 more. The partner content hit 1.9M views, 174% above benchmark, and total reach climbed to 6.3M.
Results at a glance
6.3M total reach across TikTok and Instagram.
4.7M additional impressions from gifting.
2M views from a single gift to @emilyfayemiller.
Hair loss is personal. The content had to be too.
Nioxin challenged us to strengthen its position as the must-have brand for hair and scalp health. Hair loss shows up at different points in life, and the brief was to raise awareness of solutions at those moments with the people who need them most. It also had to feel like a real conversation, not an ad.
Strengthen Nioxin's position as the must-have brand for hair and scalp health.
Drive awareness of hair loss solutions across key life stages and connect authentically with the people who need them most.
Real people, real hair stories.
We didn't ask creators to sell a shampoo. We asked people who know hair loss, professionally or personally, to talk about it honestly.
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The insights
Hair loss rarely turns up on its own. It tends to arrive with a life stage, like pregnancy, the months after birth or getting older, and the people going through it want answers from someone who gets it. Put that conversation in front of them and the comments fill up fast. One viewer was 13 weeks postpartum with twins, another three years after childbirth. Nioxin needed to be the brand people found in that conversation.
02
The strategy
We built the campaign in two waves across TikTok and Instagram: 10 partnered influencers first, then a gifting programme for 200 more creators, plus one gift that took on a life of its own.
Partnered creators
We partnered with 10 influencers, mixing hair experts, haircare enthusiasts and creators with different hair loss concerns. Their content was educational, relatable and impossible to scroll past.
Gifting at scale
We gifted Nioxin products to an additional 200 creators, and 165 of them posted about it organically.
The single gift
We sent the Nioxin range to @emilyfayemiller, a first-time mum and reality star known for talking openly about her postpartum hair loss. She documented her regrowth, organically endorsing Nioxin as part of her own personal story.
The mix mattered. Experts gave the range credibility, while creators living with hair loss gave it the kind of trust an ad can't buy.
Campfire services on this project
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The impact
The partnered content reached 1.9M views, 174% above benchmark, and drove 172,274 clicks, 150.71% above target. Gifting to 200 creators sparked 165 organic posts, 4.7M impressions and 2.1M reach, taking total reach to 6.3M. Emily's regrowth story added another 2M views and 2.1M reach, all from a single gift. Sentiment was overwhelmingly positive, and one of the warmest comments came from someone who knows hair for a living: “Nioxin is amazing. I'm a hairdresser and we use it to promote it to our hair loss clients, who all loved it too.”