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