Hair tools business T3 is jumping on the influencer train.
The company is connecting its products with people for its first major influencer campaign — #PowerWithin — coming out this August.
“It’s the first of its kind for T3,” said Karolina Bakalarova, the brand’s vice president of marketing. “We’re touching consumers across multiple platforms. It’s anchored in this message of power comes from within — tied to the products, and the women who use them.”
The campaign is geared toward talking about the power of T3 tools as well as women, Bakalarova continued. “While we’re still talking about the product and the powerful technology, [this campaign allows us to] connect with women in a new way.”
Industry sources expect the moves — with influencers such as Arielle Vandenberg (@areielle, one million Instagram followers) and Brittany Xavier (@thriftsandthreads, 652,000 Instagram followers) — to contribute to projected strong double-digit growth in 2017.
For the #PowerWithin campaign, T3 asked 100 influencers and editors what makes them feel empowered, then printed their respective “empoword(s)” on a custom T-shirt, and asked them to style as they saw fit. Starting in August, the influencers will be sharing those images, aiming to spark conversation with their followers. T3 has tapped six core influencers, including Vandenberg and Xavier, and