Create a first-time-ever storytelling platform for L.O.L Surprise brand that authentically engaged with black kids, especially girls, to drive relatability and visibility.
Developed a premium story-based approach, anchoring it in a relatable moment for all kids Picture Day - and incorporating a unique black truth as the core insight. Mom and daughter hair conversations. Developed both mid-form and short form content and assets across O&O and social channels.
Overwhelmingly positive sentiment and engagement across story platform. Consumer good will and halo effect - selected by YouTube kids for featuring during Black History month.