"The Princess and The Crown" redefined an entire Disney franchise by showcasing Princess Tiana with her curls down for the first time in a 10-second segment of our commercial. As black girls are forced to tie their hair due to racism, this transcendent campaign became a cultural touchstone, sparking conversations within Disney and leading to significant changes, including the development of a new doll with natural hair, the announcement of Tiana's spinoff featuring her hair down and the inclusion of Tiana with her natural hair in a Disney Park attraction. This campaign illustrates how branded entertainment can provoke industry-wide changes.

In Brazil, where over 56% of the population identifies as Black, the representation in mainstream media starkly contrasts with this demographic reality. Particularly in children's content, where European beauty standards have historically dominated, only about 5% of characters reflect the diversity of the Brazilian population. This significant disparity impacts Afro-Brazilian children, who rarely see themselves in the stories that form a critical part of their cultural and personal development. Especially with their hair down, once racism pushes little girls to tie their curls up.

In partnership with Disney, Seda‘s "The Princess and the Crown" was launched in this cultural and national context,, aiming to bridge the representation gap. It was a timely initiative, resonating with the global movements for racial equality and inclusivity, providing a platform for underrepresented voices and stories, and also timeless because it changed forever the whole Tiana franchise. This campaign not only sought to adjust the narrative within children's media but also to affirm the beauty and diversity of all hair types, particularly curly hair, which is a distinctive feature of Afro-Brazilian heritage.

Highlighting the cultural dissonance between Brazil's rich racial diversity and its media representation, the campaign was a bold move towards inclusivity. By showcasing Princess Tiana with her hair down, Seda addressed a heartfelt need for representation that echoes the cultural, social, and racial nuances of Brazilian society. This initiative was not just about changing an image; it was about challenging societal norms and fostering a more inclusive culture that celebrates diversity.

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 overarching strategy for "The Princess and The Crown" was to leverage Princess Tiana as the central figure, resonating with our target audience. However, we aimed beyond mere licensing; we wanted to introduce a compelling narrative showcasing Tiana embracing her natural curls for the first time. Rather than opting for conventional routes, we strategically debuted this narrative through Tiana-focused Instagram and Twitter profiles in Brazil, allowing them to premiere the commercial alongside our brand. Concurrently, we orchestrated an exclusive launch event at Disney's Brazil headquarters, inviting press and influencers covering lifestyle, beauty, and racial topics. This event transcended a typical product launch; it served as an invitation for our audience to embrace their authentic beauty, echoing Tiana's empowering journey. This multifaceted approach aimed not only to generate buzz but also to ignite a broader conversation on representation and self-acceptance, positioning the campaign as a cultural touchstone within the entertainment industry.

The idea of "The Princess and The Crown" campaign unfolds in a 10-second narrative within our commercial, marking a significant moment for Princess Tiana. Inspired by a photograph of her ancestors, Tiana decides to embrace her natural curls for the first time, a scene brought to life with the help of Rachel Bibb, the artist behind Disney's "The Princess and the Frog." This creative decision aimed to resonate with Black girls worldwide, celebrating the beauty of natural hair and challenging traditional beauty standards. By leveraging storytelling and representation, the campaign targeted cultural and racial identity, initiating a dialogue on self-love, identity, and inclusion. This strategic creative concept was crafted to captivate our audience, showcasing an empowering reflection of beauty in popular culture. The aim was not just to attract attention but to inspire a reevaluation of beauty standards, illustrating the importance of representation in media.

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.