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About This Project
Summary
On July 3rd, we celebrated the 5th National CROWN Day commemorating the inaugural signing of the CROWN Act (Creating a Respectful and Open World For Natural Hair). With the goals of awareness, education and the need for a cultural shift, our agency and the client created the CROWN LOVE campaign focused on social-first conversations and earned media support across multiple content pillars to drive awareness and education of CROWN and Dove’s leadership in the movement.
Goals & Objectives
1) To drive awareness of the CROWN movement via social 2) To educate on the issue of race-based hair discrimination while increasing awareness of Dove's role 3) To continue to amplify the call to action to sign the CROWN petition to end race-based hair discrimination.
Results & Impact
We created a groundswell of support for the CROWN movement and a social-led campaign where Black women nationwide could boldly exhibit hair freedom and love for their crowns. - 81 MILLION reached - 35 MILLION social impressions - 405,000 active engagement - 2.25M+ earned PR (and growing)
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