Sticki Wins Bondi Sands & John Frieda Micro Influencer Work

Micro influencer marketing has a reputation problem: brands either underestimate it or overestimate what they can execute in-house. The wins with Bondi Sands and John Frieda are a good illustration of why that gap exists, and what filling it actually looks like in practice. Both brands came to us at a pivotal point, wanting to deepen their creator programs beyond surface-level reach, with a real focus on relevance, retail conversion and long-term audience quality.

For Bondi Sands, the work spans full-funnel activity including retailer pushes, localisation and NPD support, all of which demand a level of operational precision that high-volume micro programs rarely get. John Frieda's always-on brief is equally intentional: a year-round program built to re-energise the brand's social presence and meaningfully connect with younger audiences. Across both accounts, our ability to match creators to product needs at scale, by skin tone, hair type, persona and more, was central to why we were appointed.

The coverage in B&T also speaks to something broader happening in the beauty category. Brands are no longer treating micro influencers as a budget-friendly alternative to hero talent. They are a strategic channel in their own right, one that requires the right data, the right infrastructure and a partner who understands both. The integration with DataSauce for paid media across both accounts adds another layer, creating a more direct line from creator content through to measurable performance outcomes.

These are partnerships we are genuinely proud of, not just because of the brands involved, but because of what they represent: a more sophisticated, more connected approach to influencer marketing that we believe is the direction the whole industry is heading. Read the full piece over on B&T here.