Inde Wild came to us ahead of the gifting season with its signature hair oil and a simple ask: make it feel like a recommendation, not an announcement. We built a 28-creator seeding wave across beauty and lifestyle audiences, briefed loosely enough that every video felt native to its creator's usual routine content.
It was a seeding-first rollout with zero paid spend at launch - and it still closed the quarter at 24.8M reach and a 7.2% average engagement rate, well above the category norm, with several pieces of creator content later repurposed into the brand's own paid ad library.