Who: Madam C.J. Walker Beauty Culture is a hair care line by Sundial Brands that launched exclusively with Sephora back in March. Madam C.J. Walker created specialized hair products for African-American hair and was one of the first American women to become a self-made millionaire.
What: “I Can Because She Did” is a digital campaign – assets were created by Alchemy Life, Inc. with Janice McCafferty PR assisting with media outreach. Campaign content includes an online meme generator and 20 short videos featuring female entrepreneurs and influencers including Madam Walker‘s great-great-granddaughter and official historian A’Lelia Bundles, style influencer/media personality Tai Beauchamp and forensic scientist/Fulbright Scholar Sheila Dennis. Outreach tactics include traditional and social media, digital advertising events, sampling/trial and influencers and database marketing.
Why: Within 24 hours of launch, Allure, Yahoo! Beauty, MadameNoir, Heart & Soul and Hype Hair covered the campaign, and the brand saw an immediate increase in social media engagement. This campaign honors and encourages women by informing and celebrating the hard work of beauty pioneers like Madam C.J. Walker. We can in part because they did! Visit www.icanshedid.com to access all of the online campaign elements, including the meme generator and video vignettes.