Aveda Canada – Strategic Influencer Seeding Program:
Opportunity
As Aveda Canada’s public relations agency, NKPR was tasked with strengthening brand awareness and increasing visibility through a strategic influencer engagement program. Our mandate was to connect Aveda’s hero haircare collections with influential Canadian creators in a way that felt authentic, relevant and personalized, while fostering meaningful relationships that would generate credible advocacy, expand organic reach and reinforce Aveda’s position as a leader in premium, plant-powered haircare.
What We Did
- Developed and executed a targeted influencer seeding strategy, gifting over 370 influencers and media a premium unboxing experience designed to encourage authentic product trial and social sharing.
- Matched products to creators based on their specific hair care needs (e.g., Invati Ultra Advanced™ for postpartum hair concerns and Be Curly Advanced™ for curly and wavy hair types), ensuring relevant, credible storytelling.
- Elevated the gifting experience with personalized engraved Wooden Paddle Brushes and handwritten notes from Aveda Canada, increasing excitement and driving stronger organic engagement.
- Fostered meaningful relationships with Canadian beauty creators, generating ongoing advocacy from influencers including Kerina Wang, Melina Marissa, Mahnoor, Jamie Paige, Aliyaa Cool, Kate Bauer, Mica Peng, Shab S, Kaila Wenn, Beiyingzi Hu, and Ruby Jones.
Results
- The campaign generated over 34.1 million organic social media impressions across Instagram and TikTok through posts, Reels, Carousels and Stories.
- Over 370 influencers and media successfully seeded with curated product experiences, generating new influencer relationships with the brand that saw longer-term results.
- Achieved a 67.9% posting rate, significantly outperforming the industry benchmark of 10–40%.
- Strengthened Aveda Canada’s influencer network while increasing authentic brand visibility and engagement through strategic, personalized communications.