Visual Strategy | Campaign Creative | Creative Direction | Graphic Design | Art Direction | Copywriting | Social Media Marketing | Growth Strategy | Post Production | Videography | Sound Design
An ongoing playworkgroup collaborator, Pattern Beauty is on an important mission to celebrate and protect the natural beauty of Black hair with its range of products specially formulated to nourish, style, and protect curls, coils and kinks.
Heat
Set to launch a game-changing, pro-grade ioinic blow dryer for Black hair, Pattern Beauty turned to their agency of record, playworkgroup, to turn up the heat. Working closely with the Pattern team, we developed a full-scale, multimedia go-to-market strategy, from concept and marketing to creative direction and campaign production – delivering a fresh visual direction, bold social rollout, and campaign shot by Nadine Ijewere.
The result | the new product sold out within the first week, netting the highest website traffic increase in Pattern Beauty history. The campaign was featured in global publications including Cosmopolitan UK, Glamour UK, Allure, Women’s Health, Who What Wear and Harper’s Bazaar, and honored with several industry innovation awards. Brand posts across social media garnered 29.8 million impressions, and over 11.3 billion total impressions from additional coverage across traditional and social media – a total of $22.7 million in media value.
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Style Your Pattern
Building on the momentum from Pattern’s triumphant launch, playworkgroup partnered with the hair care brand to create and produce a culture-shaking campaign and take brand awareness to the next level.
The result | Concepted and produced by playworkgroup, and photographed by Sharif Hamza, our “Style Your Pattern” campaign affirmedPattern’s commitment to diversity in the beauty space, while grounding its mission in joy, culture, and community.
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UK Launch
With Pattern Beauty set to expand to the UK in partnership with iconic retailer Boots, the brand tapped playworkgroup to help make a splash. In order to build buzz and drive awareness in a new market, playworkgroup developed andproduced an eye-catching campaign centered on the visual poetry and power of curly, coiled and tight textured hair, shot by Campbell Addy and deployed as a multi-channel launch.
The result | Our #expandyourpattern campaign netted a media reach of 9.59 million, a warm UK welcome for Pattern.
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