The Objective:

Position DevaCurl as the go-to in curl care, drive awareness and education around the Quench'N Define Gel launch, and support key retail moments, including an Ulta Beauty promotion and holiday sales push, with content that converts.

The Approach:

We built fully integrated campaigns combining organic social, content creators, and influencer marketing across TikTok, Instagram, and YouTube Shorts.

At the foundation was always-on organic social built to feel native to each platform, lead with real stories, and differentiate the brand. View rates, engagement, and audience growth guided every content decision.

When key moments called for it, we activated strategic influencer partnerships alongside agency- and creator-generated content. The Quench'N Define Gel launch became a multi-platform awareness and education campaign, while the Ulta Beauty holiday push shifted to conversion — pairing in-feed storytelling with Story content built to drive traffic and in-store sales. Both campaigns were measured against pre-defined benchmarks across impressions, views, engagement, and link clicks.