Aussie Kids

The Ask

Establish Aussie as a trustworthy leader in diversity and inclusivity in the kids' marketplace through the launch of Aussie Kids hair products and an accompanying children’s book.

The Insight

To reach multicultural children and their parents, we rooted the program in Romper and heavily promoted content across BDG’s parenting network, which includes Romper, Scary Mommy, The Dad, Fatherly, and Bustle.

The Solution

We brought Aussie’s mission to life by creating a children’s book, BeYOUtiful Hair, which celebrates diverse hair types. For our hero content on Romper, we photographed and profiled actress Kyla Pratt alongside her daughters to drive awareness of the book and Aussie Kids. We continued to generate excitement about both launches through additional on-site content, a TikTok series featuring mom influencers and their kids, and robust Instagram offerings — all spanning our parenting network.

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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

25+

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

10,000

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

3M+

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% (x5 benchmark).

10M+

Media impressions delivered through our promotional tactics across Romper, Bustle and Scary Mommy O&O's to introduce and increase awareness of the new Aussie Kids hair line