Shea Moisture
SheaMoisture needed to tell their customers that they were moving from the Ethnic Aisle to the general beauty aisle in stores across the country. And they needed to do it without alienating the women of color who made them a household name.
We quickly realized that this story was about much more than just a change of shelf space. This story didn't need clever messaging; it needed to honestly reflect the buying experience for millions of American, minority women.
Here, SheaMoisture used their first television commercial to break down the walls between the aisle named "Beauty" and the aisle named "Ethnic."
Results:
This truly was a social video. With very little paid promotion, the video earned more than 2.5 million views on YouTube and created a lively discussion among core and new consumers.
Women's Wear Daily Campaign of the Year
A huge accomplishment for this family-owned company whose modest media budget competed against the Revlon's and Loreal's of the world.