Mielle
Ambition
Launch Mielle’s first ever brand campaign by encouraging a sisterhood-in-beauty.
Audience Love
The most powerful force in textured hair was sisterhood — and the word of mouth trust it builds. Mielle owed its “it girl of the industry” status to these same forces of sisterhood.
Idea
From Monique, the founder who started it all, to her girlfriends, to celeb basketball player Angel Reese, WNBA stars and more, “From One Queen to Another” is about sharing the best kept hair secrets with your girls. The campaign stretched to include a national social, digital and OOH campaign, PR, internal communications and a series of events including NY Fashion Week.
Results
The From One Queen to Another campaign is still in progress. So far it’s beat internal P&G campaign impact benchmarks and drove a 13% increase in branded search volume.
