Challenge

L’Oreal owned hair care brand, Softsheen-Carson, launched a new product called Roots Of Nature. Brand Maverick was approached to create a campaign to help spread awareness about the product.

Solution

Celebrity Partnership, Product Placement, Promotions : Brand Maverick approached Television personality Terri J. Vaughn (best known for her 8-season role on The Steve Harvey Show) to be the face of the Softsheen-Carson partnership.

Brand Maverick created partnership terms, deal points and subsequent media campaign for advertising, marketing, and promotion of said partnership.

Using Softsheen’s Roots Of Nature product, professional hair styling was provided by Johnny Wright (First Lady Michelle Obama’s private stylist) for Terri J. Vaughn, who hosted Coca-Cola’s Relax & Rewind Show live from the red carpet of The BET Awards.

Results

Interviews between Johnny Wright & Terri J Vaughn were set up on the red carpet of the BET Awards with several major publications, giving voice to the partnership. Full Page spreads of the partnership were placed in Sophisticates Black Hair Magazine and Internationally distributed through digital press releases. Video production of the event lived on BET.COM, and Coca-Cola.com for 3-months, giving added value and visibility to the product and partnership.