How Fanbytes Drove A 23% Engagement Rate For Afrocenchix On Instagram

In this article:

The Fanbytes Impact Fund

Following the social unrest that we saw in summer 2020 around the world, Fanbytes decided to launch a £100,000 fund to economically empower the black community and address inequalities in two ways:

  1. To provide influencer marketing support to promising black-owned start-ups
  2. To address the influencer pay gap – our data shows that while black influencers have a click-through-rate of 2.2x more than non-black influencers on average, they are often overlooked and underpaid.

For each successful applicant, Fanbytes awarded them an influencer campaign worth £5,000 with £2,500 worth of influencer spend.

Let’s take a look at one of our successful applicants: Afrochenix

Afrocenchix is run by women that understand and care about those with Afro, tightly coiled and curly hair. When Joycelyn and Rachael met at university back in 2008 they shared a frustration stemming from countless products which claimed to be great for afro hair but just didn’t work.

Their mission is to make hair care as simple as possible by blending natural and organic ingredients along with expertise to formulate high quality products made here in the UK.

The raw materials used are ethically sourced including organic, fair trade Shea butter from Ghana.  Afrocenchix was voted  Best Natural Hair Brand at the 2018 Black Beauty and Fashion Awards & was also the first product for afro hair to be stocked in Whole Foods UK and Holland & Barrett. With the pricing for individual products ranging from £5.99-£18 and gift sets from £35-£90 there is truly something for everyone.

The Challenge

The brand was unsure about engaging Gen-Z on Instagram and Tiktok and turned to Fanbytes for help. The challenge? To use £2,500 awarded from the Fanbytes Impact Fund to drive awareness around their product range while providing educational value for the audience on how to care for and maintain afro hair without overcomplicating things using the hashtag #SimplyAfrocenchix

Below are the campaign aims and KPIs:

  1. To drive product awareness on Instagram and TikTok – measured by views.
  2. To drive traffic to the Afrocenchix site – measured by clicks.

The Solution

Combining a data-driven influencer selection process with creative content that showed the Afrocenchix product range in step-by-step action with clear CTAs.

Influencer Selection

We used a diverse mix of larger and smaller niche influencers for the #SimplyAfrocenchix campaign. The Afrocenchix brand doesn’t restrict themselves to the natural hair community alone – but also extends their reach to those who are avid wearers of protective styles such as braids, wigs or weaves and seeks to encourage users to remember to take good care of their natural hair that is underneath. With a combined following of over 0.5M, we activated 7 influencers across Instagram and TikTok including writer and host Toni Tone and rising TikTok star Wiam.

Here are some examples of our influencers in action: 

@leeshthatgirl

Caring for my braids with @afrocenchix #ad #simplyafrocenchix 98% NATURAL ORIGIN YES! #braidstutorial #boxbraids ✨✨

♬ original sound - LeeshThatGirl

The Results

  • Awareness – 140K views
  • 170+ website clicks 
  • 22.93% Instagram engagement rate

The Key Learnings

Music matters

Captioned visual tutorials with a background music track can work just as well, if not better than narrated tutorials with no music at all, and allows the user to focus on the steps being taken to achieve the desired results. It can also be seen as less overwhelming particularly when using short form content such as IG reels, stories or TikTok videos, encouraging users to watch the whole way through and digest the information being given. Influencers who were able to combine the two approaches also saw higher engagement on average.

Want to learn more about the Fanbytes Impact Fund ?

To find out how Fanbytes can help you connect with a Gen Z Audience fill in the form to get in touch!
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