Aussie Kids & BDG: BeYOUtiful Hair

Aussie came to BDG with a desire to promote the launch of its Aussie Kids line through a unique and inclusive content collaboration.

The Insight

Our hair isn’t simply something we maintain, it’s something that helps us sustain our connection to our culture and each other.

Creating joyous representation of inclusive hair care would not only distinguish Aussie in the marketplace, but create deep affinity for the product from key purchasers and generations to come.

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Building The Book

We had the pleasure of collaborating with both esteemed children’s book author Sherri Winston and illustrator Keisha Okafor to develop an original children’s book that brought our intended themes to life.

BeYOUtiful Hair tells the heartwarming story of five children getting ready for career day at school. Along the way, they learn some valuable emotional and practical lessons.

See the ebook →

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Amplifying The Message

To drive awareness for the book and its themes, we amplified the program with content across BDG’s parenting portfolio.

Hero content on Romper featured actress Kyla Pratt alongside her daughters — which helped drive awareness of the book and Aussie Kids. We continued to generate excitement through content on-site and on social; influencer partnerships; and distribution of the book at local schools.

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How Hair Care Became The Ultimate Bonding Experience For Kyla Pratt And Her Daughters

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How Learning To Style My Daughters' Natural Hair Brought Us Closer Together

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Our New Bedtime Routine Featuring Aussie Kids Curly Hair Collection

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The Results


pieces of content to support the new Aussie Kids hair products, including an original illustrated children's book called BeYOUtiful Hair



copies of the book distributed to kids and families nationwide with a focus on reaching multicultural parents A18-34 (with kids 4-9)



reached organically on social via our partnerships with Kyla Pratt and three TikTok moms. Another 5M+ reached with paid promotion, delivering engagement rates exceeding 5% (5x benchmark).



lift in both brand awareness and purchase intent



lift in recommendation intent



of consumers perceived Aussie Kids as “diverse” and “inclusive” after exposure to the campaign