GHD aimed to connect with a large network of female influencers and needed an all-in-one platform to manage this. The traditional process of recruiting influencers and ensuring timely posts was both time-consuming and complex. Their current process involved their teams manually searching on Instagram and TikTok for relevant talent and from there they were unable to verify the quality of the influencer. 

GHD wanted influencers who could create engaging, organic content about their personal experiences with the product, particularly through TikTok and Instagram Reels, without any paid placements to maintain authenticity. Additionally, GHD sought to leverage the influencers' follower base to maximize organic reach and engagement. They also needed a system to track posts and gather insights to refine their strategy.