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Mayvenn

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 influencer mayvennavatar

Dr. Robin B
@dr.robinb

450K
Followers

goodtomicha influencer Mayvenn IZEA avatar

Tomi Obebe
@goodtomicha

38K+
Followers

thebrilliantbeauty avatar Influencer IZEA Mayvenn

JODI
@thebrilliantbeauty

67K+
Followers

thebrilliantbeauty Influencer IZEA Mayvenn
Dr. Robin B Influencer IZEA Mayvenn
goodtomicha influencer Mayvenn IZEA

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 avatar izea mayvenn influencers

The Yusufs
@Theyusufs

74K+
Followers

stylefitfatty avatar izea mayvenn influencers

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 airdelle avatar izea mayvenn influencer

Jasmine
Jasmine Airdelle

50K+
Subscribers

marie ria avatar izea mayvenn influencer

Marie
Rie Defined

4K+
Subscribers

ashley influencer izea mayvenn

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.

ashley influencer izea mayvenn

medinaimani_
medinaimani_

153K+
Followers

speerk izea mayvenn influencer avatar

Khaylah
@sperrk

7K+
Followers

rattles izea mayvenn influencer avatar

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.

Mayvenn Comments

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

IZEAx Unity Suite was used by IZEA’s managed services team to manage the Mayvenn campaign. Features used to run the campaign include: Discover, Engage, Create, Transact, Distribute, and Measure.

Talk with our influencer marketing experts.