Empowering Black excellence in the beauty industry, Mayvenn creates 100% virgin human hair sew-in products for beauty professionals and their clients at a reasonable price—all while providing exceptional customer support.
IZEA worked with Mayvenn to position the brand as the premier, all-inclusive hair and service destination for affordable, quality sew-in hair products and top-rated stylists.
We shipped 16 influencers hair bundles and paired them with Mayvenn-certified stylists. These influencers created 53 pieces of high-quality content sharing the install process with their audiences and demonstrating the products’ excellent quality.
Scope
Managed Sponsored Social
Video Production
Promoted Posts
Content Repurposing
KPIs
Engagement Rate
Cost Per Engagement
Impressions
Clicks
Empowering Black excellence in the beauty industry, Mayvenn creates 100% virgin human hair sew-in products for beauty professionals and their clients at a reasonable price—all while providing exceptional customer support.
IZEA worked with Mayvenn to position the brand as the premier, all-inclusive hair and service destination for affordable, quality sew-in hair products and top-rated stylists.
We shipped 16 influencers hair bundles and paired them with Mayvenn-certified stylists. These influencers created 53 pieces of high-quality content sharing the install process with their audiences and demonstrating the products’ excellent quality.
Scope
Managed Sponsored Social
Video Production
Promoted Posts
Content Repurposing
KPIs
Engagement Rate
Cost Per Engagement
Impressions
Clicks
$0.31
CPE
23K+
CLICKS
3.5M+
IMPRESSIONS
362K+
ENGAGEMENTS
$0.31
CPE
23K+
CLICKS
3.5M+
IMPRESSIONS
362K+
ENGAGEMENTS
“Partnering with IZEA was exactly what our latest influencer campaign needed. The range of photo and video content that resulted from our #MayvennGetsPersonal campaign not only supported our growing brand ethos, but engaged new users and provided fresh evergreen looks that we can utilize in the new year and beyond.”
Brittany Johnson
Senior Content Manager, Brand Marketing
Platforms
Instagram
YouTube
TikTok
Authentic Voices and Beauty Champions
The campaign’s success hinged on identifying creators with a strong, authentic focus on hair and beauty who have a powerful connection with our target demographic: African American women, ages 24-54.
Instagram Static Post
Our brand ambassadors created 22 Instagram posts sharing their hair care journey with Mayvenn’s beauty products. This provided a wider variety of high-quality imagery to be repurposed through ContentMine™.
Additionally, 659 people saved influencer-created content for later, showing that individuals were seriously interested in the product and planned to refer back at a later time.
Dr. Robin B
@dr.robinb
450K
Followers
Tomi Obebe
@goodtomicha
38K+
Followers
JODI
@thebrilliantbeauty
67K+
Followers
22
POSTS
659
SAVES
44K+
ENGAGEMENTS
143K+
IMPRESSIONS
Instagram Video
@missporsha’s video garnered 3,600 views and a 29.42% engagement rate. With the Instagram algorithm favoring video, we’ve seen an increase in engagement for IGTV and Reels over static content.
1.4K
ENGAGEMENTS
4.8K+
IMPRESSIONS
114K+
FOLLOWERS
29.42%
ENG. RATE
Instagram Story
@Theyusufs and @Stylefitfatty created a total of 9 Instagram Story Frames and garnered an additional 142K impressions and 891 engagements. These creators even chose to share content beyond what was contracted, speaking to their belief in Mayvenn’s mission and their products.
The Yusufs
@Theyusufs
74K+
Followers
Fatima Dedrickson
@stylefitfatty
219K+
Followers
9
FRAMES
891
ENGAGEMENTS
142K+
IMPRESSIONS
.63%
CTR RATE
YouTube
YouTube content proved effective at showcasing Mayvenn installs and providing in-depth product information in an engaging way. YouTube is unique in that the number of video views often surpasses a creator’s total subscribers (hence the skewed engagement rate below).
Jasmine
Jasmine Airdelle
50K+
Subscribers
Marie
Rie Defined
4K+
Subscribers
Ashley
Ashley Shannet
2K+
Views
13
VIDEOS
49K+
VIEWS
3K+
LIKES
156.06%
ENG. RATE
TikTok
TikTok’s popularity has rocketed to new heights across demographic groups over the past few years. Eight videos were created to document the creators’ Mayvenn installs garnered over 26K views and 27K engagements.
medinaimani_
medinaimani_
153K+
Followers
Khaylah
@sperrk
7K+
Followers
Addana
r@attlesandheels
392
Followers
8
VIDEOS
26K+
VIEWS
67.86%
ENG. RATE
27K+
ENGAGEMENTS
@medinaimani_ AD: Starting to embrace my natural hair texture and I'm in love! Use 'Medina35' for $35 off orders of $200 or more. #MayvennHair #MayvennGetsPersonal ♬ to the salon - char 😵💫
@spperk #ad who doesn't love a good wig? Link in bio. "SPPERK35" for $35 off your order of $200 or more #MayvennGetsPersonal #MayvennHair ♬ Way 2 Sexy - Drake
@rattlesandheels AD: Obsessed with how my #MayvennHair blends with my hair! #MayvennGetsPersonal ♬ Swear By It - Clutch
Positive Purchase Intent
Consumer engagement shows that followers are moving lower through the funnel.
Exceptional quality. Outstanding results.
Mayvenn engaged IZEA to increase brand awareness and empower Black women to embrace their beauty on their terms. And our brand ambassadors matched Mayvenn’s superior standards.
We executed a three-month ambassador campaign to create informative, powerful, and beautifully crafted content showcasing Mayvenn’s superior quality and position in hair and beauty.
Our ambassador campaign reached over 7.4 million viewers in three months, particularly off the strength of influencers’ performances on TikTok and YouTube. We nearly quadrupled the average engagement rate for competitors in the beauty industry at 27.18%
53
PCS. OF CONTENT
16
INFLUENCERS
7.4M+
REACH
27.18%
ENG. RATE
