CASE STUDY / DEVACURL
creating CONNECTIONS WITH DEVACURL'S CURLY CONSUMER
Media Relations / Strategic Partnerships / Eventing / Professional Ambassadors / Thought Leadership
Award-winning hair care brand DevaCurl aimed to generate authentic storytelling among media and position the brand as an innovator of safe and effective products for all curl types, with a keen focus on multicultural beauty. The objective was to garner attention for the brand's fresh new look, innovative formulations, and mission to serve the modern-day, multicultural, curly-haired consumer.
STRATEGY
5W successfully increased brand recognition across multicultural press by leveraging key executives through impactful spotlights that showcased their mission of being an anti-racist organization, supported the brand's strategic partnerships that elevate Black-owned businesses, bolstered the brand's presence among natural hair stylists within the pro-community through experiential events, and leveraged the brand's roster of stylist experts to showcase the diversity of product offerings.
17.4+
billion media impressions
650+
placements
In just 18 months of partnership, the media campaign garnered 17.4+ billion media impressions, 650+ placements, industry award wins with multicultural media outlets such as People En Espanol and Naturally Curly, as well as established relationships with natural stylists within the pro-community. Credibility was further established with the target audience by securing 50+ placements and 137+ million media impressions with multicultural-specific outlets. This included a spotlight cover story in ESSENCE Magazine for the DevaCurl's senior director of anti-racism and brand equity, as well as features in Rolling Out, Beauty LaunchPad, Modern Salon and Sweety High supporting the brand's partnership with black-owned business UNWRP®.
RESULTS
