Camilla de Black (Kolene)

My Role

I was responsible for planning the campaign, collaborating on the narrative we would convey digitally and defining the formats we would use to activate content creators and the brand ambassador.

The Challenge

To create a fully digital campaign that communicated Kolene's new positioning, packaging, and formulas, anchored in the brand’s long-standing history in the hair care category.

The Strategy

We focused on three key action pillars:

• Reintroducing the brand and its strengths, reaffirming the trust it has built over 40 years.

• Creating new perceptions of "Kolene Hair" to positively redefine this well-known brand asset.

• Simplifying the customer journey by addressing the needs of these women.

  
  

Additionally, we identified some barriers between the brand and its target audience:

• Stigmas associated with the brand.

• The overwhelming number of beauty products and brands competing for the consumer’s attention.

• The long gap since the brand's last major advertising campaign (20 years ago).

A ideia

We proposed creating a profile for the brand on X (formerly Twitter), where the term “Kolene Hair” was frequently used, often with negative connotations. This suggestion aimed to position the brand where conversations about it were happening, allowing Kolene to engage in these discussions and turn potential crises into opportunities—essentially reshaping the narrative around "Kolene Hair."

Additionally, recognizing the brand's interest in partnering with creator and actress Camilla de Lucas, we suggested launching this collaboration with the concept "Camilla de Black." This idea tapped into an existing audience discussion about Camilla not often showcasing her natural hair and addressed the broader topic of empowering Black women to wear their hair however they choose.

Finally, we mapped out key publicity opportunities, identifying advertising trade publications, platforms focused on the Black community, and gossip sites to amplify the “Camilla de Black” campaign. We also proposed engaging small- and medium-sized content creators to sustain momentum throughout the campaign period.

Learn more in this article from Clube de Criação SP.