K18 Leveraged the Power of #HairTok to Generate $32.9 Million in Earned Media Value
K18 generated nearly $33 million in earned media value in January, 4X the EMV total of any other haircare brand for the month.
According to a new report from CreatorIQ, K18 Hair was January’s top haircare brand in the US based on earned media value* (EMV), with an astounding $32.9 million — 4X the EMV total of any other haircare brand for the month. That represented a 430% month-over-month growth and a 488% year-over-year increase in EMV.
The brand’s success was propelled by #HairTok, with its No. 1 hashtag #K18Results fueling an impressive $27.1M EMV. Also helping drive K18’s impressive results was the brand’s decision to send select creators a sample of their products, along with a pamphlet, and it also partnered with TikTok star creator Alix Earle.
More from the report:
- MielleOrganics was one month-over-month ranking newcomer, landing at No. 8 with $3.1 million EMV. The brand benefited from buzz around its acquisition by P&G, inspiring its 486 new creators to power $2.6M EMV – 82% of the brand’s January total.
- K18 Hair, Olaplex and Redken were the only three brands out of the top ten that had over 1,000 ambassadors. K18Hair had the most — 3,694, over twice that of Olaplex and Redken.
- The top five tools, wigs & extensions brands were Dyson Haircare ($12.6 million EMV), Framar ($4.7 million), ghd ($4 million), Bellami ($2 million) and BaByliss ($1.8 million).
*Earned media value (EMV) quantifies the estimated value of consumer engagement with digital earned media and can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.