To drive awareness of the SheaMoisture Men's Beard Collection and promote a culture of brotherhood & self-care, we launched our "Movember" #DefineYourBeard campaign -- a visual campaign of male solidarity promoting the importance of men's health.
With a limited budget, we created a Social Media series that captured the multidimensional spirit of our SheaMoisture man, drove sales and ultimately strengthened the Brand's retail relationships. The strategy was to bring our SheaMoisture man to the forefront of millennial minds by harnessing "Beard Culture" along with the authentic sense of brotherhood tailored to the tone of voice -- all to create a breakthrough social media campaign.
By using SheaMoisture Men's signature Brand cues and color elements, vibrancy and diversity, we emphasized the boisterous, witty and colorful spirit of our demographic. We used 'street-casting' to add a sense of relatability, encouraging our models to relax and authentically exude individualism and personality, aligning with our SheaMoisture Men persona - a vanguard in style, confidence, and originality.
Notwithstanding, we wanted the success of this series to be due to not only the spirit of the men on screen, but for it to resonate with both male and female audiences.
Within just a month, across both SheaMoisture & SheaMoisture Men, #DefineYourBeard achieved key milestones:
For @SheaMoistureMen, we achieved: