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 — 380+ historical partnerships scored on engagement, conversion lift, and brand-fit. Identified a 12% subset doing 60% 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 conversions lifted 1,200% over the engagement, with influencer ROI up 380% as spend concentrated on the top-tier creators carrying the business. Repeat purchase rate climbed 75% as the loyalty loop strengthened. Branded search lifted 210% — proof the social signal was translating to demand. Blended CPA dropped 34%.

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