#FreeUrBuns

#FreeUrBuns

As part of a Mother’s Day promotion at Love Ur Curls, the #FreeUrBuns Challenge was born. Here’s how it went!

Idea

We wanted to establish Love Ur Curls as a market leader for real, simple, practical haircare for curly moms. Moms are a key consumer audience of the brand, so we wanted to engage them in a different, fun, and relatable way. We launched the #FreeUrBuns challenge in line with our Mother’s Day campaign to encourage curly moms to free their buns and celebrate their authentic beauty.

Goals

  1. Increase first-time buyer sales

  2. Increase brand awareness/engagement and affinity among Moms target cohort

Levers

  • FB/IG Live with brand founder announcing #FreeUrBuns challenge

  • Email blast highlighting #FreeUrBuns challenge CTA

  • Instagram reel inviting participation in #FreeUrBuns challenge

  • Affiliate & brand ambassador engagement with challenge

  • Grand + secondary prizes to incentivize brand engagement

  • Continued social support for challenge duration

  • Open voting to encourage community participation in selecting winners

Challenge Details

MAMAS! 📢 We’re challenging you to #FreeUrBuns and love UR curls! While we know the mom is safe and easy, with LUS wearing your curls down can be simple too. (Promise!)
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✨ HOW TO ENTER ✨ ⁠
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1️⃣ Post your #FreeUrBuns transformation video on your Instagram feed! Make a video showing off your bun, flipping your head down, and coming back up with LUS-styled curls. ⁠Make sure to use THIS sound for your video!⁠
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2️⃣ Tag us @lusbrands and add #FreeUrBuns to your post to enter the contest and let us see! (Make sure your page is public.)⁠⁠
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🎁 PRIZE 🎁⁠
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🌟 Grand Prize: $1000 Amazon gift card + Feature on LUS Website Homepage + New Bundle⁠
🌟 Two runners up: $500 Amazon gift card + Feature on LUS Social Media Platforms + New Bundle⁠
🌟 Three additional finalists: New Bundle⁠
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Every week we’ll be selecting two finalists, so be sure to keep an eye out to see if you’re moving to the next round! If not...keep posting! And get ready to vote for your favorites on May 22nd to help us find our winners.⁠ Let’s see how you #FreeUrBuns!⁠

Results

On Instagram, the challenge period saw:

  • Follower growth rate: 2.03%, +134.1%

  • Engagements: 49.5K, +205.31%

  • Avg. org. engagement rate: 0.33%, +74.79%

  • Impressions: 2.68M, +262.73%

The challenge announcement video generated 40k organic plays, 70+ challenge submissions on IG, and very positive audience sentiment, especially from the “Moms” target group.

The challenge winners were the subject of a blog highlight, and we were able to establish positive brand sentiment and experiences with them!