SheaMoisture x WE tv Influencer Content

SheaMoisture’s Ambitions

Demonstrate product attributes and styling tips for a number of SheaMoisture products including their Raw Shea Butter Masque, Coconut Hibiscus Edge Gel, and their new Manuka Honey & Yogurt Hair Mousse for the WE tv and ALLBLK audience.

The Action

Together, SheaMoisture and Content Room invited WE tv and ALLBLK viewers to step into the holiday season in style with a social campaign featuring an “Unboxing” haul and a “Get Ready with Me” with influencer Brianna Jones (aka @Brianna.Who). Brianna showed off SheaMoisture’s product and showed out with a fabulous bubble braid style. After completing her step-by-step hair routine, Brianna finished it all off with stunning gold hair charms and a gorgeous New Year’s Eve outfit – all made possibly by SheaMoisture.

Results

Across social, AMC Content Room and SheaMoisture worked together to develop a 2x part social content series that gave WE tv and ALLBLK fans a deeper treatment of creative which included influencer talent, Briana Jones (@Briana.Who) and 3x SheaMoisture brand products, getting viewers dressed + pressed for the holidays with AMCN.

Content lived across WE tv and ALLBLK Instagram, Facebook, and TikTok handles and exceeded performance goals – hitting 7.74M total impressions (38.2% above benchmarks).

STAT HIGHLIGHTS:
• WE tv In Partnership with Shea Moisture was a Top 2 Most Viewed Facebook Hair Care/Skin Care Social Partnership in 2023!
• +77% More Video Views Across Facebook
• 13x more Impressions DEC’23 vs AYA on Instagram
• 2x more impressions DEC’23 vs AYA

Source: SCR Talkerwalker, FY2023, Cable-National, Facebook, Hair Care, Skin Care/ Sprout Social, DEC’23 vs DEC’22, WE tv Profile performance