The Power of ‘Do You’: Crafting a Campaign That Celebrates Individuality
Overview
Led a transformative rebranding campaign for SheaMoisture, elevating it from a legacy brand to an essential part of consumers’ daily routines through the “Do You” campaign, which celebrated individuality and self-expression.
Key Skills
– Brand Strategy
– Consumer Research
– Campaign Development
– Market Analysis
– Brand Positioning
– Digital Content Production
– Global Market Expansion
Challenge
Revitalize SheaMoisture’s brand image in a competitive beauty market, making it stand out among trendy new products and become indispensable to consumers.
Solution/Approach
– Conducted in-depth consumer research
– Identified key insight: customers desire to celebrate their unique selves
– Developed the ‘Do You’ campaign concept
– Created a strategy to position SheaMoisture as a champion of individuality
– Produced diverse digital content including KLVs, tutorials, and still images
Results/Outcome
– Digital content and tutorials ranked in the top 30% for memorability and action metrics
– Renewed consumer passion, transforming SheaMoisture from a product to a partner in self-expression
– Successful expansion into Canadian and South American markets
– Positioned SheaMoisture for global growth
My Role
As Producer:
– Collaborated with Creative Director and agency team
– Oversaw production of campaign assets:
– 2 KLVs (Key Learning Videos)
– 10 Tutorials
– 20 Still Images
– Ensured alignment with campaign strategy and brand vision
Project Details
– Client: SheaMoisture
– Agency: Joy Collective
– Executive Creative Director: Melanie Moore
– SVP, Content & Production – Tamika Blockett
– Campaign Name: “Do You”
– Date: 8/22 – 3/23
