Classic Clean Pilot — Creator-Led Performance Marketing
Half the adult population has dandruff. Most don’t know what it’s costing them. Head & Shoulders has the clinical answer, the derm endorsement, and the brand authority to close that gap.
Props is a performance-based creator media system. Creator stories published on the Amazon Brand Store, distributed through creator handles at paid-media scale.
One CPG brand ran Props as its only paid media. Sales grew 34% year-over-year without a single advertisement. That is what Classic Clean can become.
Up to 50% of adults have dandruff. Most haven’t connected it to hair health. That is not a category problem. It is a messenger problem.
A 2025 peer-reviewed study found dandruff reduction produces measurable behavioural changes: clothing choices, hairstyles, how people carry themselves in public. Specific, recognisable creator story hooks.
Scalp care grows at 7.3% annually toward $25.9B by 2033. Classic Clean’s clinical credentials are exactly what a premiumising consumer seeks.
A brand spot cannot make the claim feel personally true. A dermatologist creator who explains the hair health consequence on camera can. Props is the system built to execute it at performance scale.
Props is not an influencer agency, content studio, UGC vendor, or creator marketplace. It is a performance-based creator media system — an acquisition channel built on the principle that credibility, at scale, converts better than any institutional claim.
Creators sourced for craft and credibility. Episodes published on the Amazon Brand Store. Creator Ads distributed through creator handles. Running media through creator handles is the mechanism behind Props’ CTR and CPC outperformance.
Creator content via handles on Meta and TikTok. Broad 18+ targeting feeds the retargeting pool.
Creator Episodes on H&S Amazon Brand Store build belief and retargeting pools.
CTA-driven Creator Ads route to Classic Clean Amazon product page.
1 in 2 men, 1 in 4 women. Most haven’t connected dandruff to hair health. Face-to-camera confession format.
36%+ of US urban HHs use scalp care monthly. Derm endorsement is decisive. Clinical education converts.
Changes clothing, hairstyle, public behaviour. Couples format and no-flake-mate framing lands here.
Dermatologist or trichologist. Not an ad claim — a recommendation. Meta, YouTube.
25–40, face-to-camera. Had dandruff, fixed it. Highest-reach archetype. TikTok, Meta Reels.
Social identity, friendship framing. High shareability. TikTok, Instagram.
One notices, one fixes it. Both genders in one narrative. Meta Reels, TikTok.
Days 1–30: Creator sourcing, Ollie scans, production, Amazon Attribution setup. Days 31–90: Live in market, broad 18+. Primary KPIs: CTR and CPC on 7-day click-only attribution.
| Market | CPC | CPLV | vs. Dallas |
|---|---|---|---|
| Dallas | $0.73 | $1.29 | — |
| Atlanta | $0.71 | $0.90 | −30% |
| Orlando/Tampa | $0.67 | $0.80 | −38% |
| New York | $0.56 | $0.67 | −48% |
| Metric | Result | Source |
|---|---|---|
| Sales lift YOY | +34% | SPINS |
| Incremental lift | +29% | Regression |
| Awareness | +33% | Tracksuit |
| Consideration | +38% | Tracksuit |
| Brand preference | +200% | Tracksuit |
“Dallas grew 34% same-store, year on year. We did it without an advertisement.”
— Ben Mand, CEO, Yerba Madre
| Component | Amount |
|---|---|
| Media budget (Meta & TikTok) | [MEDIA BUDGET: $___] |
| Props platform fee | Credited |
| Content production | Credited |
| Total | [MEDIA BUDGET: $___] |
Props credits platform and production fees. H&S pays only for media. The goal is not a single campaign — it is a durable system at the core of how P&G’s retail brands grow.
Lee Sosin · lee@props.us · (914) 715-1222
MaryRose Daily · maryrose@props.us
Pre-production scans, production approval workflows, post-launch monitoring. Full audit trail for P&G compliance teams.
Tier 1: 7-day click-only + Amazon Attribution. Tier 2: Conversion lift post-pilot. Tier 3: MMM at scale.
CPA +104% when Props pauses, −62% when active, +29–30% adjacent channel efficiency. Validated by Analytic Partners.
Three cost buckets: Distribution, Content, Delivery. All creators contracted by Props with FTC compliance and IP rights.
+34% YOY, +29% incremental, +33% awareness, +38% consideration, +200% preference. Props was Yerba’s only paid media.
“Dallas grew 34% same-store, year on year. We did it without an advertisement.”
— Ben Mand, CEO, Yerba Madre