CURLFEST is the world’s largest natural beauty festival and its 100% owned by Black women. Founded in 2014 by Curly Girl Collective, five Black women came together to create change that long-awaited the beauty industry. “Flipping the false narrative around unruly brown beauty, and create one that accurately showcases the glory of our crowns, the richness of our skin, and the joy of our culture”.
Role: Social Media Manager, Copywriter, Social Strategist
Year(s): 06/2018-09/2022
Brand: Curly Girl Collective
Brief:
The challenge was to create a stronger online presence for CURLFEST, while maintaining an authentic brand voice. Allowing for increased brand awareness and customer engagement in all partnerships, campaigns, and social channels. The goal was to create anticipation for the annual festivities, scaling the process for the Marketing and Social teams in the months leading up to the company’s event.
Solution:
As a Social Media Manager and later Social Strategist for Curly Girl Collective’s social team, my job was to lead the social copy efforts for the brand’s Instagram and Facebook pages.
The social and creative strategies reflected the emphasis on the importance of loving the skin you’re in, taking pride in the varying hair types and textures. Embracing an emerging world where women of color are embracing their natural tresses in the age of the CROWN Act. Making room for intimate conversations around the once-taboo subject in a culturally-sensitive tone. Creating visually compelling campaigns resulting in an 88% surge in following and engagement across Curly Girl Collective’s Instagram page within the first six weeks of joining the social team.
Sponsored Brand client(s) also include: Palmer’s, Target, Dark and Lovely, Monster Energy Drinks, and more.
June-July 2018
Social Copy
