CRAIG OF THE CREEK: MY HAIRSTORY!

Concept Development | Creative Direction | Production | Scripting | Editing | Motion Design 

The Challenge

Cartoon Network’s (CN) wanted to expand their Black viewership and drive tune-in to S1 and S2 on HBO Max and Cartoon Network. Additionally, they wanted to build a deeper connection with this audience while showcasing the magic of this series…its ability to seamlessly weave in cultural touchpoints, like hair, into every episode.

Pop’N pitched HAIRstory!, a 3-part, social-first, tutorial series on how parents could style their little ones’ hair, regardless of texture. The inspiration for every style featured came from one of the Craig of the Creek characters.

The Approach

We partnered with celebrity hairstylist, Kim Kimble, to host the series that was pre-recorded and then pushed out across social. Kimble worked with (3) Black influencers (a parent and child) to participate in the tutorial, share their hair story and re-create the amazing hairstyles on their children.

We supplemented our marketing and digital engagement with a customized press strategy, which included drafting and distributing campaign press announcements and pitching Kim Kimble and the COTC production team to digital, radio and broadcast outlets to drive media coverage.

The Results

We released promo videos and graphics, along with each episode, to drive engagement across CN’s channels, our host’s channels and our selected media partner’s channels. We crafted our distribution schedule to align with key dates throughout October, including National Hair Day (Oct 1), the end of Hispanic Heritage Month (Oct 15) and National Animation Day (Oct 28th). 

MHS drove more than 190M estimated impressions over the one-month campaign, along with over 129,000  views.