MIAMI — SheaMoisture's campaign for its Silk Press in a Bottle product generated millions of views and contributed to doubled sales during peak retail weeks. The company used consumer listening data during development and a creator experience for the launch.

Before developing the product, the team analyzed thousands of consumer videos, social media exchanges, and recurring topics. This data identified concerns including heat damage, maintaining curl patterns, humidity, and reversion. "When we were developing the product, the first thing we looked at was the data," said Reema Amin, head of marketing at SheaMoisture. "The same pain points kept coming up over and over," Amin said. The phrase "Silk press season never ends" emerged from this data.

Amin described a social-first rollout using seeding and paparazzi-style content to build anticipation. The brand hosted "Sheacation," a three-day creator trip in Miami where creators wore the product through nightlife, outdoor heat, and high humidity. This approach cast creators as proof points for situations where a silk press must hold up.

Raven Walker, SVP of client partnerships at Collectively, led a team that selected creators based on cultural relevance. "It wasn't who's the most popular right now," Walker explained. "It's whose life is going to serve as the stress test for this product." The campaign extended to commerce with a Walmart pop-up where consumers could sample the product and shop via a digital magazine.