More than 1B Media Impressions for oVertone in 8 weeks
oVertone • PR & Influencer Marketing
The Brief
oVertone put out a competitive brief in late 2020. They needed a PR and influencer partner who could move fast, think inclusively, and generate real buzz for a product line that deserved more attention than it was getting. We responded, we won, and then we got to work.
There was a lot of innovation happening at oVertone. The target audiences were the darker-colored hair kings and queens of the world who want and deserve to have the option of making exciting yet subtle changes to their hair color. With a focus on the “For Brown Hair” Coloring Conditioners and Daily Conditioners for February/March 2021, the brand engaged myWHY to elevate and strengthen brand awareness by activating with the right tactic and message on the right platforms.
oVertone’s “For Brown Hair” line had a loyal following for good reason. Their semi-permanent, non-damaging Coloring Conditioners let people with darker hair achieve vivid, fantasy shades without bleach or pre-lightening. The four hero shades, Rose Gold, Blue, Purple, and Orange, had been a hit since launch.
But COVID-19 had disrupted production forecasting, leaving excess inventory on hand. They needed a partner who could generate fast, widespread buzz, through both earned media and creator content, to drive traffic and rekindle excitement around the range.
What they asked for
• A creative, trackable influencer campaign on TikTok and Instagram with potential to spark organic content
• A radically diverse influencer roster spanning beauty, fitness, art, gaming, and beyond
• Innovative influencer mailer curation
• Top-tier editorial placements in major publications
How we approached it
oVertone’s brand is built on radical inclusion, so our strategy had to reflect that across both PR and influencer. We built targeted media pitches to reach the publications and editors who talk to brown-haired audiences at scale, while simultaneously pairing the brand with creators who could show the product in action in a way that felt real, not staged. The timeline was tight by design. Here’s how it unfolded:
● JANUARY, FIRST HALF Kicked off onboarding, locked campaign strategy, selected and approved influencers, began mailer distribution
●JANUARY, SECOND HALF Launched influencer campaign, began targeted media pitching
●FEBRUARY – MARCH Secured placements including GMA Deals & Steals, influencer content published across TikTok and Instagram
●8 WEEKS IN Campaign wrapped with results that far exceeded the original scope across both channels
Results by Channel
Public Relations
Over 1.5 billion earned media impressions Through aggressive, targeted pitching to top-tier beauty and lifestyle publications, we generated massive national exposure in just eight weeks, capped by one of the most coveted placements in consumer PR.
1.5B+ Media Impressions
8wks To Deliver
Landing a brand on GMA is the kind of placement that changes the trajectory of a product. It’s one of the most coveted spots in consumer PR, and we secured it within the campaign window.
We partnered with six creators across TikTok and Instagram to produce transition Reels and TikToks showing the dramatic before-and-afters the For Brown Hair line can achieve at home. The content was authentic, diverse, and built to stop the scroll. The brand also received full usage rights to all 32 pieces across digital platforms.
Standout Placement
Influencer Marketing
6 Creator Partners
254k+ Video Views
33.3k Engagements
378k+ Combined Following
6.96% Engagement Rate
Recognized By:
"They came to us with a specific problem, a short window, and high expectations. We won the pitch and then spent eight weeks proving why, across PR and influencer, delivering over 1.5 billion impressions, a GMA placement, and a nearly 7% engagement rate on creator content. We did exactly what we said we would."
