How Divi Used Product Seeding to Drive 4M Impressions in 3 Months
Navigating a Crowded Beauty Market to Build Brand Awareness
In 2019, lifestyle influencer Dani Austin opened up on YouTube about her struggles with hair loss and wigs. The overwhelming support she received inspired her to create Divi, a line of clean, science-backed hair and scalp products designed to address the root causes of hair issues.
Despite its early success, Divi faced a common challenge: How can a beauty brand stand out and generate significant buzz in an already crowded market, driving widespread reach across multiple platforms?
Streamlining Divi’s Influencer Marketing for Scalable Growth
Aligned Growth leveraged Aspire’s platform to streamline Divi’s influencer marketing efforts, allowing them to scale quickly while maintaining high-quality execution:
- Creator Outreach at Scale: Using Aspire, Divi connected with over 1,000 creators aligned with their brand, simplifying outreach and product shipment.
- Automated Campaign Management: Aspire’s tools automated time-consuming tasks, like managing inbound requests, tracking performance, and monitoring campaign progress.
- Efficient Content Coordination: Aspire’s platform enabled Divi to easily establish usage rights, collect high-performing content, and share it with their marketing teams for amplification.
Divi Exceeds Targets in Just 3 Months with Aspire
In just three months, Aligned Growth helped Divi achieve exceptional results:
- Achieved a $9 CPM, far exceeding their $15.54 target.
- Scaled their influencer program sustainably, delivering high-quality content while keeping costs low.
- Generated $1.1M in Earned Media Value (EMV).
Aspire’s platform empowered Divi to focus on growth while maintaining a seamless creator experience, proving that a well-executed influencer marketing strategy can be a game-changer in the beauty industry.
