The Groupchat

The Groupchat

The Groupchat

Diverse Hair Stories Unfold in a Digital Conversation

Diverse Hair Stories Unfold in a Digital Conversation

The Objective

The Objective

Creating a marketing campaign that resonates with the multifaceted hair care experiences of multicultural women

About

About

The Group Chat is a social marketing campaign for the Coily app, featuring a dynamic conversation among friends with diverse hair types. My role encompassed content strategy and creative direction, ensuring the campaign authentically represented varied aesthetics and hair care narratives. This project highlighted my expertise in crafting digital content that connects deeply with diverse consumer segments.

My Role

My Role

Creative Direction Social Content Strategy Brand Storytelling

Creative Direction Social Content Strategy Brand Storytelling

Impact

Impact

The campaign resonated deeply with the Gen-Z early adopter market, driving engagement and brand affinity. Insights gathered from social media interactions informed future content strategies, reinforcing Coily's position as a brand that understands and celebrates the multifaceted nature of its audience. The campaign's success was measured by increased app downloads, heightened brand awareness, and a surge in user-generated content, showcasing the real-world impact of "The Group Chat.”

[ Empathy and Aesthetics ]

[ Empathy and Aesthetics ]

[ Empathy and Aesthetics ]

[ Empathy and Aesthetics ]

Innovation

Innovation

In crafting The Group Chat campaign, we focused on 'aesthetics'—the unique identities that shape Gen-Z consumer behaviors—showcasing the diverse and multifaceted nature of Black women. This approach highlighted a welcoming community where differences are celebrated, emphasizing that one doesn't need to conform to belong, but can be distinct yet united in acceptance and camaraderie.

Summary

Summary

For The Group Chat, I led a team of 14, including filmmakers, actresses, and beauty experts, to make a campaign that really connected with people. We designed each set to show off each character's unique style. Our meticulous attention to detail and empathy-led approach resulted in content that was not only visually stunning but also highly engaging on social media platforms.

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