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My Black is Beautiful
Camp Founders Girls – Strong Girls, Strong Hair

RAN IN: United States

CLIENT
Procter & Gamble


AGENCY
Saatchi & Saatchi X *Lead Agency

Melissa Pankey, Associate Account Director
Dani Elson, Strategy Director
Erica Hendrix, Project Leader
Caitlin Ayers, Creative Director
Jennifer Harris-Frowen, Senior Proofreader
Jamie Duke, Associate Creative Director, Multimedia
Colleen Kelly, Senior Vice President, Commerce & Digital Strategy
Jessica Hendrix, President
Mauriahh Esquivel, Senior Vice President, Creative Director
Katie Hollowell, Senior Vice President, Client Services


Walmart Connect



SUMMARY

When multicultural shoppers can't find products designed for their hair, it can feel like a betrayal of their beauty. Despite efforts to build bridges with Black shoppers, Walmart was still not seen as a destination for textured hair care.  P&G’s textured haircare brands needed to increase visibility and authentic representation. By partnering with Camp Founder Girls to amplify their story of empowering girls’ self-expression through digital, on-site, and in-store tactics, My Black is Beautiful brand saw earned increased shopper trust, and ultimately a 576% increase in brand sales IYA.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Display Ads,Digital Mktg. – Social: Organic,Events,Retail Experience: Digital,Retail Experience: In Store,Influencer / Key Opinion Leader

Language: English