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SheaMoisture Men - Black Men Love

Services:

  • Partnership Management

  • Influencer Marketing

  • Media Outreach and Strategy

  • Content Creation

Results:

  • Secured three partners – The Black Man Can, Black Men Heal and Black Men Smile

  • Secured 20 media placements, including AdAge, ForbesBLK, MediaPost, Uptown Magazine, Cassius and The Root 


Overview:

In September 2023, SheaMoisture Men, the nation's leading personal grooming brand for men of color, announced its “Black Men Love” campaign with the mission of proliferating a narrative that celebrates and showcases Black men through the lens of love.  


The multifaceted initiative illuminates the ways in which Black men show love in their various life roles and contributes to the movement of redefining societal perceptions of Black masculinity.


At the center of this initiative is a compelling series of short vignettes that feature the personal stories of everyday Black men in their journeys navigating manhood and how love influences their roles as fathers, teachers, partners and more.  Directed by Dominique DeLeon, the digital content series symbolizes a love letter to Black men by highlighting their true and authentic experiences.


In addition to the digital content series, “Black Men Love” came to life in multiple ways, including:


  • Weekly Affirmations - Motivational and uplifting affirmations penned by Black male leaders are shared weekly across SheaMoisture Men's social channels.


  • Strategic Partnerships -  Partnerships with The Black Man Can, Black Men Heal and Black Men Smile to advocate for and amplify the initiative.


  • Screenings - Screenings of the Black Men Love digital content series at marquee events including CultureCon, Howard University Homecoming and The Black Men’s Summit.


  • Brand Acts - Pop-up events in New York and Los Angeles where SheaMoisture Men gave hundreds of roses to Black men on the street in front of a mural donning “Show Black Men Love” as a gesture of love.  


The Black Man Can also distributed roses to men during The Black Men’s Summit as part of SheaMoisture Men’s sponsorship.


The Black Men Love Hero vignette was SheaMoisture Men’s highest performing organic social post of 2023, and the overall campaign earned an average engagement rate of 8.86% - more than 2X the industry average - with 100% positive sentiment indicating consumer excitement around the initiative.  In addition, the campaign has inspired a national conversation generating more than 500M impressions with stories in top marketing trade and multicultural publications including AdAge, ForbesBLK, MediaPost, Uptown Magazine, Cassius, The Root and more.



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