Most Effective Micro-Influencer Strategy
Winner’s Spotlight: TRESemmé and Collectively Redefine New York Fashion Week Runway
In the high-stakes environment of New York Fashion Week (NYFW), brand visibility only gets its moments fleetingly. However, for the 2025 Global Influencer Marketing Awards, TRESemmé and Collectively proved that longevity and intimacy are the true drivers of impact.
By securing the gold trophy for Most Effective Micro-Influencer Strategy, the partnership demonstrated how a year-long commitment to micro-creators can transform a premier fashion event into a relatable, everyday brand experience.
Inside the strategy
To solidify its position as the runway’s essential styling brand, TRESemmé moved away from the traditional single-season sponsorship model. Instead, Collectively designed a multi-phase campaign spanning three consecutive seasons of NYFW. This sustained approach allowed the brand to build genuine relationships with creators rather than treating them as temporary billboards.
The campaign centred on deep access. In each phase, approximately 70 micro-creators were integrated into the TRESemmé ecosystem through high-touch experiences that ranged from the high-energy reality of professional hair styling backstage to the glamour of the front row. These influencers bridged the gap between elite fashion and their followers by capturing the controlled chaos of the shows and participating in exclusive VIP salon sessions where they experienced the products firsthand under the hands of experts.
To support the launch of the new A-List Collection, the campaign also used specialised content mailers that empowered creators to translate complex runway looks into achievable home routines, proving that high-fashion hair is accessible to everyone.
The award-winning results
By prioritising micro-influencers, the campaign achieved a scale typically only reserved for celebrity-led initiatives. The strategic focus on added-value content meant that creators often posted far beyond their contracted requirements, driven by the genuine quality of the experience and the excitement the creators found in the exclusive access they were granted.
The data behind the win is staggering, with the campaign generating over 30 million impressions and nearly 2 million engagements. By the final phase, the strategy had outpaced all previous brand benchmarks, proving that a high volume of authentic, micro-targeted voices can generate more sustained attention than a handful of macro-level placements.
By focusing on authenticity and long-term relationships, Collectively and TRESemmé turned NYFW into an immersive, shareable brand experience for creators and their audiences.