Winner of 2017 PCC Silver Trumpet Award

Challenge

Fed up with the hurtful and unjust beauty biases placed upon women of color, ORS™ Olive Oil introduced #NoStereotypes to spark an empowerment movement. The campaign launched via a series of colorful and disruptive advertising pieces. For additional amplification, FCG was tapped to initiate an effective communications strategy. With the tagline, “Beautiful hair comes in all types, not stereotypes,” the brand took a necessary stand to expose and debunk hurtful stereotypes often placed upon ethnic hair.

Solution

In an effort to build visibility and maximize the reach of #NoStereotypes, FCG developed and executed a comprehensive strategy inclusive of social influencer engagement, media/blogger relations, content development and sponsorship support. PR support kicked off with the “My Mantra” campaign that featured social influencers who aligned with the campaign focus, followed by the national announcement release and proactive outreach. To maximize engagement, FCG shipped #NoStereotypes kits to key journalists and influencers, urging them to join the conversation. ORS™ sponsored two celebrity women’s empowerment tours celebrating #BlackGirlMagic, the Women of Bad Boy Brunch Series and Café Mocha’s Salute Her Tour. FCG leveraged these events to further engage media and influencer audiences in various cities.

Impact

#NoStereotypes garnered 120 MM media impressions including placements from top outlets such as OTC Beauty Magazine, Sophisticate’s Black Hair, Hype Hair, ESSENCE, The Source, EBONY and more. The “My Mantra” campaign combined with additional PR driven social media engagement drove a reach of more than 4 MM. The campaign and related sponsorships also helped to deepen relationships with key media and social influencers representing the likes of O Magazine, CBS This Morning, Teen Vogue, Afrobella, Curl Daze and more.