Aussie came to 草莓视频在线观看18 with a desire to promote the launch of its Aussie Kids line through a unique and inclusive content collaboration.
Aussie Kids & 草莓视频在线观看18: BeYOUtiful Hair
Aussie came to 草莓视频在线观看18 with a desire to promote the launch of its Aussie Kids line through a unique and inclusive content collaboration.
Our hair isn鈥檛 simply something we maintain, it鈥檚 something that helps us sustain our connection to our culture and each other.
Creating joyous representation of inclusive hair care would not only distinguish Aussie in the marketplace, but create deep affinity for the product from key purchasers and generations to come.
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Building The Book
We had the pleasure of collaborating with both esteemed children鈥檚 book author Sherri Winston and illustrator Keisha Okafor to develop an original children鈥檚 book that brought our intended themes to life.
BeYOUtiful Hair tells the heartwarming story of five children getting ready for career day at school. Along the way, they learn some valuable emotional and practical lessons.
Amplifying The Message
To drive awareness for the book and its themes, we amplified the program with content across 草莓视频在线观看18鈥檚 parenting portfolio.
Hero content on featured actress Kyla Pratt alongside her daughters 鈥 which helped drive awareness of the book and Aussie Kids. We continued to generate excitement through content on-site and on social; influencer partnerships; and distribution of the book at local schools.
The Results
pieces of content to support the new Aussie Kids hair products, including an original illustrated children's book called BeYOUtiful Hair
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copies of the book distributed to kids and families nationwide with a focus on reaching multicultural parents A18-34 (with kids 4-9)
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reached organically on social via our partnerships with Kyla Pratt and three TikTok moms. Another 5M+ reached with paid promotion, delivering engagement rates exceeding 5% (5x benchmark).
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lift in both brand awareness and purchase intent
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lift in recommendation intent
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of consumers perceived Aussie Kids as 鈥渄iverse鈥 and 鈥渋nclusive鈥 after exposure to the campaign
Awards & Recognition