Living Proof Collects 5800+ UGC Assets with Nano and Micro Influencers Content in 2024

Living Proof, a luxury hair care brand founded in 2005, combines science-backed solutions with real-world hair care challenges. As a part of the Unilever family, the brand operates its dedicated laboratory for product development.

Living Proof leads the high-end hair care industry by integrating cutting-edge clinical technologies into its seven distinct collections, offering a diverse selection of 45 products.

• Living Proof focused on authenticity by showcasing real hair struggles instead of polished studio content.
• They embraced transparency to align with consumers’ growing demand for real, relatable brand messaging.
• To scale reach, they partnered with diverse micro and mid-tier influencers and automated outreach efforts.

 

Hair care content on social media is usually concealed behind well-lit studios, perfectly styled hair, and impressive editing skills, giving viewers a completely unrealistic picture. Living Proof wanted to cut through the noise and show their audience real hair problems experienced by real people.

 

In today’s landscape of abundant choices, consumers lean towards brands that show authenticity and uphold transparency. Recognizing this shift, Living Proof embarked on a mission to do just that.

 

Living Proof was drawn to the authentic and engaged communities cultivated by micro and mid-tier influencers. They chose to expand their reach and partner with influencers outside their typical beauty niche, including those in fitness, cooking, comedy, and more. Automating this outreach process was crucial to generate content at scale and build brand awareness.

• Living Proof partnered with Skeepers to scale authentic UGC through relatable influencers and boost visibility for frequent product launches.
• Creator content was repurposed across e-commerce, virtual store, and paid ads, enhancing both engagement and conversion.
• By diversifying influencer niches, especially for their dry shampoo, the brand regained market share, improved search interest, and strengthened brand awareness.

Living Proof joined forces with Skeepers to initiate influencer marketing campaigns that aligned with their objectives around UGC content.

Prior to this partnership, the brand did not possess a substantial social presence which they knew they needed to change, given their frequent schedule of 3-4 product launches per year, so Living Proof aimed to connect with their target audience through genuine content featuring ‘real girls’.

The selected creators needed to be relatable, experiencing authentic hair problems, and capable of assisting their followers in overcoming similar hair issues.

Leveraging the capabilities of Skeepers, Living Proof efficiently generated thousands of reviews and testimonials that conveyed the brand’s narrative authentically. The platform’s features, such as mood boards and guidelines, provided creators with valuable insights, enabling them to produce high-quality content at scale. This strategic approach expanded the brand’s reach, tapping into a wider audience pool.

Furthermore, since this content is fully licensed, Living Proof was able to repurpose it for retailer product description pages and amplify through paid media campaigns across their various social channels, resulting in greater visibility and engagement.

For their hero product, the dry shampoo , Living Proof went out of their comfort zone and reached out to micro-influencers who are not just in the beauty space but in fitness, cooking, or comedy. They briefed them to simplify the science behind the formula, educating people to grasp the power of science backed products. These influencers helped Living Proof flood the market with their content so that when people think of dry shampoo, they think of Living Proof. This not only helped them gain market share, but also helped regain brand voice, notice an uplift for dry shampoo search on Google, and improve brand awareness.

All authentic content generated by influencers through Skeepers was strategically integrated across their virtual store, e-commerce site, social media platforms, and paid ads. The virtual store allowed visitors to walk through the collection as if they were walking in a real store. Placing creator content in there helps the customers in their decision-making process not only enhancing vanity metrics but also bolstering search results.

• Living Proof ran 80+ campaigns with Skeepers, generating 5,800+ creator assets and a 4.54% engagement rate—well above industry benchmarks.
• In one year, they achieved 1.43M+ interactions and 16.2M+ impressions through 17.5K+ influencer requests.

 

With Skeepers, Living Proof has created 80+ campaigns that generated 5800+ assets from creators. They maintained an outstanding engagement rate of 4.54% on social media compared to the industry average of 1.74%. They were able to receive positive comments and digital word of mouth from viewers for both, their product launches and evergreen campaigns.

 

In just one year since their partnership with Skeepers, Living Proof put out 17.5K+ total influencer requests. With these creators they were able to garner a whopping 1.43M+ interactions, 16.2M+ impressions, and 163K+ reach.

 

The partnership between Skeepers and Living Proof utilized the voices of influencers to create brand awareness across various collections and product lines. Looking ahead, the brand wants to now take a step further to determine the most suitable Living Proof products for the influencers’ specific hair type, while guiding their followers to develop hair care routines.