I was tasked with launching the global Instacure Build-A-Bond campaign! Our goal is to create a vibrant social and advocacy campaign with key elements: organic and paid social, content production, gifting, and a brand event.

Our content selection strategy shifted to a mix of professional and consumer facing content, as our goal was to grow our consumer audience and reach Gen-Z customers. Content would be shared cross-platform on Instagram, Facebook, and TikTok.

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

The key to the House Of Bonds event was creating buzz for Build-A-Bond by inviting bestie pairs to bond over hair. 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 would send out 200 rose-gold bars featuring the hero product, while the markets were encouraged to send out a box that includes the full range of products.

As a musician, this was fun for me to collaborate on and brief to a producer. We were inspired by Beyonce’s lyric “it should cost a billion to look this good,” and wanted to create a feel that was similar and could invite transformation content. Listen Here!

I created content briefs for the global markets to use as guidelines when contracting influencers or hair stylists. I also created individual briefs for each VIP and GMC 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 created a thorough run of show as well as the shot list for both days of production for all teams to reference. I briefed all creatives (GMC’s, photographer, videographer, etc) on the shot list and content expectations.

Once we landed in LA, it was full speed ahead! I worked on prepping all influencer rooms with personalized gifts and welcoming them as they arrived. During the full day event, I was capturing BTS content, transformations, trends, and SO much more.