In Brazil, with over 56% of the population identifying as Black, there's a disparity in children's media representation, underscoring a societal divide. This issue impacts the self-esteem of Afro-Brazilian girls, seeing few characters like them. Seda embarked on a strategic campaign to challenge entrenched beauty norms and compete in a market dominated by Johnson's, a competitor with a marketing budget 10 times larger than Seda's.

The campaign's brief was to navigate these market dynamics and societal challenges, aiming to carve out a significant presence for Seda's new product line targeted at girls with curly hair. Despite the budgetary disparity, the strategy was to leverage a narrative that could generate substantial earned media, focusing on broadening the dialogue around representation and inclusivity. This approach was crucial for Seda, aiming to penetrate a competitive market by fostering a shift in societal perceptions and affirming its commitment to diversity and inclusion.

The campaign's creative concept centered on showcasing the iconic character Princess Tiana from Disney's "The Princess and the Frog" embracing her natural curls for the first time. Co-created with the same official animators from Disney's Tiana film, this pivotal moment not only challenged traditional beauty standards but also served as an invitation for other girls, particularly those with curly hair, to do the same. The campaign sparked a movement that inspired more than 37,000 users and influencers around the world on TikTok, Reels, and YouTube to spontaneously release their curly hair in duets with our commercial. By highlighting Tiana's hair transformation and inviting others to join in, the campaign fostered a sense of empowerment and self-acceptance among its target audience. This creative approach effectively celebrated diversity, encouraged authenticity, and initiated a dialogue on representation and inclusivity within the community.

The PR strategy for "The Princess and The Crown" campaign was ingeniously anchored by selecting Princess Tiana as the spokesperson, resonating deeply with our target audience. However, merely featuring her on our products wasn't enough; we crafted a powerful new narrative showcasing Tiana freeing her curls for the first time. Instead of directly launching this story through paid media, we strategically shared it first with Brazilian Tiana-focused Instagram and Twitter profiles, allowing them to debut the commercial alongside the brand. Concurrently, we hosted an official launch event at Disney's Brazil headquarters for the press and influencers, specifically targeting those covering lifestyle, beauty, and racial matters, including prominent figures like Lázaro Ramos and his daughter. This event wasn't just a launch; it was an invitation to our audience to embrace their natural beauty, mirroring Tiana's own journey. This multi-faceted approach aimed to spark a wider conversation on representation and self-acceptance.

Crafted over six months in collaboration with the original Disney creators and animators, the campaign elevated beyond traditional advertising, aiming to authentically reflect the experiences of girls with curly hair. By incorporating elements from the original film, such as Tiana's connection to her ancestry, the developed scene resonated deeply with the character's narrative. Tiana's decision to embrace her natural hair as her "crown" symbolized pride and self-acceptance, inspiring real girls worldwide. This approach not only captivated Tiana and Disney fans but also sparked a significant movement celebrating natural beauty. The simultaneous launch in cinemas and across brand and fan profiles maximized visibility and engagement. This strategy transformed the campaign into a powerful entertainment experience, emotionally connecting with the audience and promoting acceptance and empowerment.

"The Princess and The Crown" set a new standard in diversity marketing, achieving remarkable visibility and engagement. With 988 million organic views and 1.38 billion impressions, it captivated global audiences. Released strategically to Tiana-focused social profiles and with a targeted influencer event, it inspired +5,000 influencers, demonstrating its widespread impact.

This initiative drove 33 million organic interactions online, showcasing strong audience engagement and the campaign's success in fostering a diverse, beauty-centric community. With 92% positive feedback, it resonated deeply with themes of self-esteem and representation.

The campaign propelled Seda to its highest brand power in Brazil, exceeding media expectations and sparking discussions in over 37,000 publications. This bolstered visibility and commitment to diversity. Notably, it also resulted in +29% sales volume in just 3 months.

The campaign boosted Seda's visibility and diversity commitment, a new standard in impactful marketing, showcasing how inclusivity drives brand growth.