Sons is a men’s wellness brand on a mission to make hair loss and everyday health solutions accessible and stigma-free. Terrier Agency partnered with Sons to launch a large-scale influencer marketing campaign, activating 977 creators across the UK to drive authentic conversations around men’s hair care.
The campaign leveraged a diverse mix of lifestyle, grooming, and wellness creators who shared genuine experiences with Sons’ subscription products. Through a combination of Instagram Reels, Stories, and feed posts, the campaign generated 7.9 million impressions and 179,000 engagements — achieving an outstanding 7.5% engagement rate that far exceeded industry benchmarks.
With nearly 2,500 pieces of content shared across a combined creator following of over 53 million, the campaign delivered massive brand awareness while maintaining the authentic, peer-to-peer feel that drives real purchase consideration in the health and wellness space.
