04.09.24
Cécred, the haircare brand founded by Beyoncé Knowles-Carter, has unveiled its inaugural campaign, #CécredWashDay.
The new campaign, which debuted April 8 and will continue through April 19, presents creators with the opportunity to have their content featured on TikTok’s out of phone digital billboards by posting creative videos of their haircare rituals on the platform and tagging #CécredWashDay.
Representing the expansion of Cécred’s mission, the campaign spotlights consumers establishing hair and scalp routines with a focus on hair health. It also showcases the “delight” found in the ritual of wash day while celebrating the diversity in various hair types and textures, according to the brand.
Cécred partnered with like-minded trailblazers in the digital realm, such as Dive Billboards, for this campaign in bridging their online and offline communities. Per the brand, the partnership prompts consumers to organically engage by creating videos true to their unique style and showcasing the experience to an audience beyond the TikTok mobile app.
“Providing consumers with the opportunity to actively engage and see themselves on the world’s largest screens, all while supporting the brand,” said Deborah Hall, co-founder and CEO of Dive Billboards. “Interactive billboards such as #CécredWashDay offers an authentic way for us to connect with both current and new consumers, fostering a sense of community."
#CécredWashDay will be displayed on city billboards and public information systems including smart city interactive kiosks and transit bus shelters positioned in major US cities such as New York City, Los Angeles, Houston, Atlanta, and Chicago.