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The Goal

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.

The Strategy

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.

The Results

Overwhelmingly positive sentiment and engagement across story platform.  Consumer good will and halo effect - selected by YouTube kids for featuring during Black History month.

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