A brand repositioning campaign celebrating individuality - expanding SheaMoisture's cultural resonance into Canadian and South American markets while ranking in the top 30% for memorability and action metrics.
Revitalize SheaMoisture's brand image in a competitive beauty market - making it stand out among trendy new products and become indispensable to consumers who expect brands to reflect their values, not just their hair type.
Conducted in-depth consumer research that surfaced a powerful insight: customers don't just want great products - they want to celebrate their unique selves. That insight became the campaign foundation: "Do You."
Developed a strategy positioning SheaMoisture as a champion of individuality, producing diverse digital content including KLVs, tutorials, and still images that reflected the full range of SheaMoisture's customer community.