Hulu: The Hair Tales
The Hair Tales is a docuseries that explores the history and stories of Black women as it pertains to hair. The series was created by Michaela Angela Davis and is hosted by Tracee Ellis Ross, featuring Issa Rae, Chloe Bailey, Marsai Martin, Chika, Ayanna Pressley, and none other than Oprah Winfrey. To celebrate the anticipated release, we worked with Hulu on several activations that not only highlighted the show, but gave light to the Black women that the series celebrated.
Our first activation was an event in collaboration with The Black Hair Experience in Brooklyn to host the city's hottest voices for a spectacular night of curiosity and fun. We curated the night from the guest list, food + bev by Harvest & Revel, a raw bar by Mother Shuckers, a custom photo booth, and music by Kola Champagne.
Then we took our talents to Chicago and Los Angeles for a pop-up at Black-owned salons to gift their customers free hair care services for the day. Each salon location was decked out in florals, signage, mimosas, and a DJ set. At the end of each hair styling, we surprised clients by letting them know their services were paid for, courtesy of The Hair Tales. Each activation was filled with elation from the clients and curiosity about the series.
To round out the campaign, we sent out mailers based on a tiered approach, offering golden trunks to talent from the show and shadow boxes to influencers, press, and friends of the series. Each package included luxuries that detailed the series from a golden nap roller by L'Enchanteur, a silk head scarf, hand mirror, affirmation cards, and more.