7K Reviews and $187K EMV: Drybar’s Journey to Boosting Visibility and Engagement

A haircare brand based on a simple concept – being the best at blowouts. The founder is a professional stylist who found that paying exuberantly for a blowdry at salons was not sustainable. Today, Drybar, a brainchild of Alli Webb has a growing product line curated for blowouts. They have been named one of the ‘Top 100 Brilliant Ideas of 2010’ by Entrepreneur Magazine and New York Magazine’s Boom Brands 2013.

• Drybar wanted to build trust among its customers
• The brand lacked a structured plan for generating gifted reviews
• They needed a consistent inflow of reviews to increase conversion

Given how competitive the haircare industry is, Drybar realized that leveraging reviews effectively could help them build trust among their customers and cut short the path to success in acquiring new customers, getting repeat customers, and building a loyal following.

Before partnering with Skeepers, the brand lacked a structured plan for generating gifted reviews. The absence of a streamlined platform restricted Drybar’s ability to build influencer collaborations and generate reviews at scale especially for new product launches, best-sellers, and limited-edition products.

Additionally, the brand needed to efficiently collect and analyze reviews to further help product innovation and customer service. Battling outdated feedback, the brand saw its impact on product perception among potential buyers. They felt the need to have a solution with access to multiple campaign opportunities and access to influencers, all under one tab, to maintain fresh and relevant reviews without any time-consuming manual labor.

• Skeepers provided Drybar with a centralized platform to optimize review collection for product launches, best-sellers, and seasonal items.
• Drybar effectively partnered with nano and micro-influencers, expanding their gifting initiatives and amplifying their review generation efforts.
• Real-time review analysis offered valuable insights into customer preferences and product performance.

With Skeepers, Drybar could access a centralized solution designed to address its major challenge – limited gifting initiatives. It allowed the brand to source reviews in a more streamlined manner.

Taking advantage of our Gifted Reviews solution, Drybar optimized review generation for product launches, best-seller campaigns, and seasonal items, displaying reviews across key retailers such as Ulta and Sephora, as well as Drybar’s D2C website. The platform streamlined the process of sourcing reviews and managing gifted campaigns, enabling Drybar to collaborate with nano and micro-influencers more effectively.

Drybar found that Skeepers’ tools allowed them to analyze reviews in real time, offering actionable insights into customer preferences and areas for improvement. These are the insights that they could use to help product and customer teams to enhance their offering.

The platform also ensured consistent and fresh reviews throughout the year, maintaining credibility and relevance. Additionally, Skeepers provided tools for efficient performance tracking, enabling Drybar to monitor campaign progress, review completion rates, and customer sentiment.

• Drybar’s campaigns generated over 7,000 reviews and 2,300+ UGC video posts
• The campaigns achieved 697K+ reach, 5.49M impressions, 689K interactions
• Drybar’s efforts resulted in a 94% recommendation rate and an exceptional 4.75/5 star rating

With Skeepers by their side, Drybar achieved significant success using Gifted Reviews. More than 7000 reviews generated by the brand played a crucial role in boosting visibility and awareness. Not to mention, they served as a key factor in enhancing consideration for new product launches.

The campaigns were a huge success for Drybar, generating over 2,300 UGC video posts alongside 7,000+ reviews. These posts achieved a reach of 697K+ on Instagram, 5.49M impressions, 689K interactions, and a strong engagement rate of 4.61%. The Earned Media Value (EMV) reached $187K+, highlighting the success and impact of these efforts.

Additionally, with the 7000+ reviews collected by Drybar, they received a recommendation rate of 94%. The star rating collected through their gifted reviews efforts was 4.75 out of 5, surpassing the average industry standard of 4.5 out of 5 stars.

Throughout the campaigns, influencers produced high-quality reviews, showcasing their satisfaction with Drybar products and adhering to campaign guidelines. Moreover, the constant inflow of fresh reviews improved customer confidence, enhanced credibility, and influenced purchasing decisions, especially for new launches and best-sellers.

The brand streamlined its analysis process, monitoring campaigns in real time and making adjustments based on customer feedback. Gifted reviews played a pivotal role in increasing visibility across key retailers and building trust among potential buyers.

By partnering with Skeepers, Drybar scaled its review generation efforts, enriched its marketing strategy, and strengthened customer trust, demonstrating the transformative power of integrating gifted reviews into the marketing funnel.