MIELLE ORGANICS HAIRCARE
TV, Social Content, OOH

The Kalahari Melon & Aloe Vera Moisture Collection launch had a lot of eyes on it, being the brand’s first major launch
under the P&G umbrella. To elevate the brand while in the spotlight, we did something that had never been done before –
we featured women with 4c type hair as the aspirational hero throughout the campaign, which glorified the product benefits,
as well as, women with what we’d always been told was “unmanageable” hair.

SOCIAL CONTENT

This launch highlights cultural storytelling by meeting audiences where they are, and recognizing the challenges of maintaining moisture for Black hair—especially 4c textures. Our social-first creative strategy focused on ensuring this campaign celebrates the joy, camaraderie, and sisterhood that comes with relatability of discovering the perfect product.

TIMES SQUARE BILLBOARD

Our lead in the campaign, Kaylene, captured social content showcasing the moment she first saw herself up in our Times Square billboard,
– a truly proud and heartwarming moment for everyone involved in the inception and production of this inspiring campaign.