Our challenge was to celebrate the diversity of SheaMoisture haircare products on various curly hair types by sourcing dynamic, engaging content creators to show the range off on social media.
For people with wavy, curly or coily textured hair, many products claim to be “curl-friendly” but are unsuitable and can even be damaging, with limited options. With plenty of products on the market, finding suitable haircare takes a lot of effort, trial and error to find what works best for each individual.
We aimed to collaborate with influencers that reflected diverse hair types, with educational content to show off the benefits and USPs of the SheaMoisture range to make it appeal to a mass audience.
To ensure this campaign reflected its consumers, we chose a range of curly-haired influencers from men, women and families, showing the many genuine ways to incorporate SheaMoisture into haircare routines.
Our social campaign ran over one month, with 21 influencers sourced.
We tasked them to showcase the SheaMoisture products within their hair wash routines. Each influencer was given a SheaMoisture range tailored to their hair type, ensuring the content would be authentic to their haircare routines.
The influencers created engaging and educational content that accurately explained the product benefits and discussed the importance of understanding their curl type using the SheaMoisture chart.
The high-quality content showing off personal haircare journeys and expertise resonated with the audiences. We encouraged the creators to add their flair to make the content engaging and personable.
