NIVEA “Bye, Ashy!”

Task:

How does a German brand talk about “ashy” skin without sounding out of touch or out of bounds?

Solution:

We transformed a cultural pain point into a movement. Partnering with NIVEA, we centered Black women’s skincare rituals while remixing the viral “Bye ashy!” moment with Porsha Williams, creating authentic conversations around joy, pride, and generational self-care.

Outcomes:

• 3B+ earned impressions without a single dollar of paid media
• 517M+ impressions (after brand’s internal reporting adjustment)
• 1.7M+ organic views from talent social content alone
• Finalist for Best Multicultural Marketing Campaign by PRWeek
• Set new benchmarks for culturally authentic beauty marketing