Andrélon
Creator Campaign
Where haircare meets heart-to-hearts.
To flip negative brand sentiment on its head, we brought trust back to where it begins: the salon chair. Andrélon Chair Chat is a long-form series blending haircare with unfiltered conversation, hosted by Jerrel Bauman and a rotating cast of creators. No scripts, no spin, just real talk that made Gen Z actually listen. And guess what? It worked.
WALK WITH US
Our Approach
Flip the script: Andrélon wanted to change how people feel about the brand. With negative sentiment sitting at 39%, the mission was clear: build brand love and spark real engagement. But with Gen Z? That meant earning trust, not just pushing product.
Trust starts in the chair. You know, the chair. The one where you spill your guts to your hairdresser like they’re your therapist. That moment of unfiltered honesty? That’s the space Andrélon wanted to recreate. Enter Chair Chat: a long-form video series that mixes haircare with heartfelt conversation. Hosted by Jerrel Bauman and featuring a rotating cast of guest creators, each episode dives into everything from identity and confidence to creativity and culture, all from the safety of the salon chair. It’s where expertise meets emotion and where Andrélon reclaims its role as a trusted brand.
LET'S GO IN-DEPTH
Our Process
The series lives across TikTok, Instagram and YouTube, giving audiences different ways to watch, like, react and share. Every episode is created to feel personal, unscripted and relevant: a big contrast to traditional brand ads Gen Z tends to scroll past. We didn’t use flashy gimmicks or tech hacks, it’s just real talk with real people.
HOW DID IT GO?
The Results
Chair Chat didn’t just open up conversations, it flipped the narrative. The goal was to reduce negative sentiment from 39% to 10% in six months. We hit that milestone ahead of schedule. In just a few months, Andrélon saw a complete turnaround in emotional brand perception.
We reached high engagement across TikTok, Instagram and YouTube (views, saves, shares, and comments) and proved that Gen Z isn’t allergic to branded content. They’re just allergic to the fake kind. So we learned that trust isn’t bought, it’s built. Andrélon Chair Chat worked because it met people where they are, with honesty and humanity. It’s proof that when a brand listens first, people talk back. Want to try it? Contact us.
