Young King Hair Care: Self Care is King

As the number one multicultural, grooming brand or young boys, Young King Hair Care (YKHC) needed to position itself as the most culturally relevant brand for young men of color.
YKHC wanted to engage a dual target audience for its first-ever brand campaign. We focused on purchasers, aka Moms who buy for their Sons, and consumers, aka our “Young Kings”, who would see themselves positively reflected in the campaign messaging.
Our goal was to create a brand-defining campaign that engaged potential customers through social-first content and a creative platform that would empower the brand for years to come. Our “Self-Care Is King” campaign theme emphasized the importance of grooming as a form of self-care and as a way to build confidence for young men of color.
We released the promo video along with curated content from our “King Squad” Influencers, to drive awareness across YKHC’s channels, our Influencers’ channels and our targeted media partner’s channels, as well as Press Outlets. Our strategic distribution plan allowed for maximum exposure throughout the campaign leading into another high-profile campaign the brand had on the horizon.
“Self-Care Is King” generated over 500K video views and over 300K impressions over the course of the 30-day campaign, and garnered multiple editorial opportunities for the company Founders.