Creator led work for national beauty brands
Creator-fit-first selection, in the most crowded category on Indian Instagram.
- Client
- National beauty brands
- Industry
- Beauty
- Services
- Influencer marketing, UGC campaigns
The problem
Beauty feeds in India are saturated with near-identical product reels. Brands were paying for reach that their audience had already learned to scroll past.
Multiple national beauty labels needed creator content that felt native to each creator's audience, without losing the product message.
Our scope
- Creator discovery and vetting
- Briefing and script direction
- Content review and approvals
- Usage rights and reporting
The audience insight
Viewers trust a creator's routine more than a creator's recommendation. Show the product inside a habit, and the pitch can stay quiet.
Strategic decisions
Fit before followers
We shortlisted on audience overlap and content tone first, follower count last.
One message per creator
Each creator carried a single product truth, so no reel had to do everything.
Routine-led hooks
Openings started inside a real moment of the day rather than with the product in hand.
The brief we were given, and the creative we made. Drag to compare.
Show the serum, list five benefits, mention the offer, tag the brand in the first three seconds.
Open on the 7 AM mirror moment. One benefit, shown not said. Offer in the caption, brand on the bottle.
What we made
- Creator reels
- Static carousels
- Story sequences
- Whitelisted ad cuts
Outcomes
1.5M+
Combined reach
Source: TAT Corporate Profile, official figure
6%+
Average engagement
Source: TAT Corporate Profile, official figure
35+
Creators activated
Source: TAT Corporate Profile, official figure
Official figures. Our scope on this work: creator discovery and vetting, briefing and script direction, content review and approvals, usage rights and reporting.
What we learned
The strongest creator was rarely the biggest one. The strongest brief was always the shortest one.
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All work