BLACK GIRL MAGIC (BLACK IS BEAUTIFUL PARTY)
CASE STUDY OVERVIEW
Darling Nigeria is an affiliate of one of Asia's largest conglomerates, Godrej. Darling is a brand known for giving Nigerians the best, trendiest, fashionable hairstyles at very affordable prices. It stands to be a thought leader in the hair care category. The brand’s vision is to provide affordable yet exquisite and premium hair care products for the African woman until she’s fully beautiful on the inside and strong on the outside.
CHALLENGE:
How to properly leverage the partnership with Patoranking regarding song rights and music video usage- Black Girl magic- to drive sales and engagement for the brand.
SOLUTION:
To engage a variety of influencers across board, i.e., Micro-influencers for grassroots and Macro influencers for the middle class and the elite. Engaging the likes of Toke Makinwa, Diane Russet, Olayode Juliana, Lola OJ, Mo Cheddah, and over 200 micro and nano influencers to curate videos where they interact with the brand products using the black girl magic song. This ensured the song became a household anthem, and the audience could connect with the products on all levels. It made the brand and the products easily accessible and within reach. This strategy ensured that every class of society was targeted on all fronts.