SugarBearHair × AYMI

SugarBearHair built its category on creator partnerships. The signal was working — engagement was loud — but attribution was murky and conversion lift was hard to isolate. The risk was a brand that looked huge on social and felt flat in revenue.

The brief was structural: keep the creator energy, layer attribution clean enough to know which partnerships compound.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Creator audit — the full history of partnerships scored on engagement, conversion lift, and brand-fit. Identified a small subset doing most of the conversion work.

2. Step 02Strategy

   Tiered creator program — anchor, growth, discovery — each with its own KPI and budget envelope.

3. Step 03Creative

   Creative briefs rebuilt for SKU-level attribution. Unique codes, deep-link tracking, post-format testing inside each tier.

4. Step 04Launch

   New program rolled out alongside paid social retargeting that picked up creator-driven traffic and converted at higher rates than cold paid.

5. Step 05Optimize

   Quarterly creator-tier reviews. Discovery-tier graduates moved up; anchor-tier underperformers cycled out.

Social became a measurable conversion channel, and creator spend paid back better as it concentrated on the partners actually carrying the business. More customers came back for a second purchase as the loyalty loop strengthened. Branded search rose with it — a sign the social signal was translating to demand — and blended acquisition got more efficient.

The brand stayed loud where it had always been loud. What changed is the spend behind it now knew which voices to amplify.