“What worked best for us is the nano and micro creators. She’s found that influencers with smaller audiences are far more excited to be a part of a brand community. Maintaining deep relationships with each creator partner is essential to achieving those goals, according to Wang. And while this strategy has resulted in high sales, the bigger goal has been online word-of-mouth and a thriving, growing community of authentic social media influencers. The brand recognized that true influencer marketing must be credible and that it must elevate those voices that have a deep knowledge of the product. We wanted a constant flow of content coming in while being able to build community around that.”įor the creator program, Velour focused its marketing goals around nurturing genuine brand love among fans. She designed her first pair by hand, and today, Velour is the top lash brand based in Canada.Ĭrystal Wang, Social Media Manager at Velour manages influencer relationships and attributes much of the brand’s growth to its creators, “I think we really struggled with brand awareness at one point because there were so many new lash brands popping up. Mable Lee, the company’s founder and CEO, decided she had enough of the cumbersome look and feel of false eyelashes. At Velour, an eyelash extension brand passionate about natural-looking and environmentally-responsible products, partnering with social media creators isn’t just a way to grow a business they are building a community of people who share a love for “effortless lashes.”
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