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Search share taken directly from Dyson, and with a profitable return.

Conair became a social commerce engine and a measurable threat to the category leader by connecting creators, paid, community and retail into one system.
Brand:
Conair
Creators:
A fit-first roster across beauty, lifestyle and GRWM (names withheld for client confidentiality)
Platforms:
TikTok, Instagram, TikTok Shop, Amazon
Services:
Creator strategy, paid media, organic social, community management, TikTok Shop, affiliate, performance analysis

+ 1 .1pt

SEARCH SHARE GAINED

1 .57x

TIKTOK SHOP ROAS

+ 80 %

INSTAGRAM FOLLOWER GROWTH

85 .8%

POSTS CARRIED THE POSITIVE SENTIMENT

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From Retail

From retail heritage to social-native discovery

Conair built decades of strength in traditional retail. But the buyer it needed next was discovering, comparing and purchasing somewhere else entirely: inside social content, creator recommendations, TikTok Shop, Amazon and affiliate-driven commerce.

  • Modernize the operating model for a buyer who shops through creators, not catalogs.

  • Connect awareness, content, paid, community and commerce into one measurable system, showing how social moves both attention and business outcomes

The Approach

One system, from discovery to checkout

We built a single connected operating model across creator-led product education, paid media, organic social, community engagement, TikTok Shop and affiliate. This meant that every content signal was mapped to a commerce outcome rather than living as a standalone campaign.

Creators were matched fit-first, and the strongest content was amplified into the moments where consumers were deciding what to buy. Paid carried clear roles across discovery, traffic, conversion and retail, while community management became a growth lever.

The Result

Moving beyond attention into share gain

The program moved competitive position and returned on spend, with clear measurement behind it.

  • +1.1pt gain in Google Search share while Dyson declined 3.3pt over the same period

  • 1.57x return on TikTok Shop ad spend

  • +80% Instagram follower growth and 57.9M paid impressions in a single month

  • 85.8% positive sentiment, up 4.7 points since January 

Competitive share measured via Google Search interest over the campaign period.

Chilly-Goat--4-col 1 (Large)
The close.

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