SHEAMOISTURE WHY I LOVE MY DAD
CHALLENGE
SheaMoisture Men aims to celebrate Black fathers and their contributions to families and communities while driving trial and consideration of their new shave and face product line. Building on the success of previous campaigns like "A Father's Lullaby," the challenge lies in creating a fresh and impactful Father's Day campaign that resonates with the target audience, authentically honors Black fathers, and effectively promotes SheaMoisture Men's products. This requires developing a compelling narrative and multi-faceted approach that stands out and drives tangible results.
SOLUTION
A dynamic and culturally immersive event, coupled with a broader campaign, highlighted the vital role of Black fathers. This campaign, titled "Why I Love My Dad," built upon the success of "A Father's Lullaby" by:
Continuing the Narrative: The campaign leveraged the emotional connection established by previous initiatives, focusing on authentic storytelling and celebrating the diverse expressions of love and gratitude between fathers and their children.
Multi-Faceted Approach: The campaign utilized a combination of intimate family portraits, heartfelt storytelling (both written and video), and a contemporary remix of the original lullaby, "A Light in You," to create a touching and memorable tribute to fatherhood.
Integrating SheaMoisture Men: The campaign seamlessly integrated SheaMoisture Men’s new shave and face product line into the narrative, perhaps through product placement in the portraits, mentions in the stories, or dedicated segments within the event. Product trial opportunities were incorporated into the event experience.
Culturally Immersive Event: A physical event provided a central hub for the campaign, offering a space for community building, shared experiences, and deeper engagement with SheaMoisture Men. This event blended heritage, health, and wellness, creating a valuable experience for attendees.
ROLE
Campaign Lead, Brand Strategy, Creative Develop, Marketing Strategy, Event Strategy, Program Management, Client Engagement, Stakeholder Management, Budget/Financial Management, Event Execution, Performance Measurement
The Campaign
Activation Strategy
This Father's Day activation centered on Black men's wellness, showcasing SheaMoisture Men as a brand that understands their needs. The "No Rough Days Anymore" message extended to overcoming everyday challenges. The strategy hinged on a deep partnership with Manifest, a Black-owned barbershop, creating a truly ownable and impactful brand experience.
Flagship Partnership with Manifest: The activation's cornerstone was a strategic partnership with Manifest. This collaboration provided the ideal setting for an authentic and engaging experience, transforming Manifest into a hub for Black fathers. Guests received SMM facials and grooming sessions, directly experiencing the products' benefits and solidifying the brand's commitment to their well-being.
Elevated Barbershop Event at Manifest: Within the transformed Manifest space, a curated event featured a panel discussion on wellness and entrepreneurship, further emphasizing the campaign's focus on holistic well-being.
Integrated Online/Offline Engagement: The panel was streamed online, extending the reach of the Manifest event and fostering broader community participation. Influencer engagement, through product distribution and personal stories, amplified the partnership and the overall message.
Content & Product Experience: The Manifest activation served as a content creation hub, capturing attendee experiences and generating valuable assets for future campaigns. Product trial and potential purchase opportunities were seamlessly integrated into the event.
Brand Reinforcement: The partnership with Manifest and the associated activities reinforced SheaMoisture Men's leadership in Black hair and skincare, deepening connections with consumers and solidifying the brand's commitment to the community.
