The challenge
Premium brands lose on TikTok when they post campaign assets into a feed that rewards demonstration. Moroccanoil needed creator-native content that still met global brand guidelines, and a Shop that traded rather than sat still.
What we did
Built a creator roster of hair professionals and stylists who could demonstrate the products credibly.
Set content guardrails so native, creator-led formats stayed inside global brand standards.
Structured the Shop around hero SKUs and routine-based bundles instead of the full range.
Amplified the best-performing creator content with paid media behind proven hooks.
The outcome
Creator-native content that holds the brand's premium positioning.
A clear hero-product hierarchy replacing a broad, hard-to-shop catalog.
A repeatable affiliate and paid loop across UK and EU markets.
