Case study · Brand Positioning
amplifying FOUNDER'S VOICE TO FUEL CONNECTIONS WITH TARGET MULTICULTURAL AUDIENCE
CASE STUDY / THE DOUX
Overview
The brief from The Doux
Amplifying inspirational founder voices is a crucial approach to elevating brand connection and visibility. This tactic was integral in supporting emerging textured hair care brand The Doux, which challenged 5W with accelerating national awareness and furthering connection with the target multicultural audience in such a crowded category.
Strategy
How 5W ran the program
We positioned founder Maya Smith as the world's top curl expert and a multifaceted leader in the beauty industry by promoting her roles as a professional stylist, entrepreneur, mother, and creative force. We generated unique opportunities to amplify Maya's voice through strategic brand pitching to key multicultural outlets and industry engagements that connect to the brand's core consumer. Through award submissions, retail support, and influencer & stylist programming, we established The Doux as a category leader in natural hair care.
4K+
placements
20B+
media and social impressions
In just two years of partnership, we achieved 4K+ placements, 20B+ media and social impressions, eight top-tier media award wins including Essence, Naturally Curly, Harper's Bazaar, Bustle and Women's Health, and 75+ organic social placements with professional stylists. We cemented Maya as a trailblazer amongst her peers via influential speaking opportunities on prestigious panels and podcast/broadcast segments including CEW's Live Panel, The View's special Black History Month segment, Cheddar News Female Founder segment, Black Hair In The Big Leagues Podcast, Business of The Beat Podcast, and The Kara Goldin Show - all leveraged on social platforms to further connect with the brand's core community. Dedicated brand features highlighting The Doux's growth and spotlighting Maya were achieved with BET, BOSSIP, Beauty Launchpad, Global Cosmetics Industry, Drug Store News, and many more.
See how 5W can build authentic connections with diverse audiences like we did for The Doux by exploring our services as a multicultural marketing agency.
