Aussie Curl Power
At DeVries, we created Aussie’s Curl Power as a social campaign that turned into Aussie’s newest 360 campaign. We used real girls with real curls to represent modern day super heroes whose power comes from their curls. The Curl Power Campaign celebrated natural curls and wanted to empower Gen Z to embrace their natural curls.
A hugely successful activation at Beautycon LA, Curl Power took the show when they introduced, IRL, five influential young women: the Lioness, Wave Warrior, Vibe Queen, Radiant Star and Dream Defender.
Aussie’s Curl Power campaign is presented within P&G as a best-in-class case of authentically connecting to diverse consumer groups. (4-Rs)
Aussie Activation @Beautycon took over and was most popular and engaging experience- included beauty booths, printed comics about our Curl Power Crew iPads with quizzes to claim your own personal Curl Power Name and a merchant pop-up
Activation included 3D murals at entrance to Beautycon
Activation included 3D murals at entrance to Beautycon
Created and executed Aussie social content on a strict yearly budget. Used up and coming photo talent inspired by GirlGaze