I was tasked with creating and pitching the global Instacure Build-A-Bond campaign! The goal was to create a vibrant social and advocacy campaign with these key elements: organic and paid social, a product jingle, content production, gifting, and a brand event.

The content combined both professional and consumer facing content, as the goal was to grow the consumer audience and acquire new Gen-Z customers. Content was planned specifically for each platform (Instagram, Facebook, and TikTok).

I was responsible for conceptualizing, scripting, briefing, producing, and editing our owned content. We collaborated with Matrix ambassador and celebrity hairstylist, Brenton Diallo.

The objective of the House Of Bonds event was to build connections by inviting bestie influencer pairs to bond over their damage. This two-day immersive experience featured education, hair transformations, a shopping spree, and a party!

The global markets were briefed to find specific influencers and stylists to fit the above standards. We aimed to include every human and every hair type, with an emphasis on finding the perfect pairs!

Once invites were finalized, I paired our influencers with their very own stylist from the Global Matrix Crew! They would be learning, creating content, and experiencing their hair transformation together.

After briefing box designs, I shared two gifting strategies with the markets. We sent 200 rose-gold bars featuring the hero product, while the markets were encouraged to send boxes that include the full range of products.

As a musician, this was a fun collaborative project. We were inspired by Beyonce’s lyric “it should cost a billion to look this good,” and briefed a producer to create a similar vibe and be used in influencer content. Listen Here!

I created content briefs for the global markets to use as guidelines when contracting influencers and hair stylists. I also created individual briefs for each influencer and stylist that attended the House Of Bonds.

We worked closely with a production and creative agency who was responsible for production of the event, design, staffing, and day-of management.

I assisted in the creation of the run of show for all 3 days. I also created the shot list for both days of production. I briefed all creatives (stylists, photographers, videographers, etc) on the shot list and content expectations.

I prepped all influencer rooms with personalized gifts and connected with them during the welcome dinner. During each part of the event, I was capturing BTS content, transformations, trends, and SO much more.