Blackbook Weekly: Issue 12
Your weekly round up on campaigns in culture
Every week, we track the campaigns that reveal how brands, creators and celebrities are choosing to show up right now, and here’s what caught our eye last week.
SheaMoisture stages a press conference
SheaMoisture didn’t launch a product. They called an investigation.
The Silk Press Conference was a social edutainment mock press conference starring influential beauty icons, culture movers, and one particularly sceptical investigator: Law Roach. The format is smart because it earns attention before it asks for anything. By the time the product is revealed, you’ve already been entertained.
Law Roach’s involvement was personal as much as it was professional. Saturday nights, pressing combs, kitchen rituals before church. That’s cultural context you can’t manufacture. The brand understood that and built around it rather than over it.
The cast did the same work. Four women, four lifestyles, all routes leading to the same product.
REFY’s Skin Base has launched after two years in development
Two years of development, one of their most requested products, and REFY didn’t rush it. Skin Base is a skincare-first, Korean-formulated tint with buildable coverage, 18 shades, a 100% shade match guarantee, developed alongside their own testers and available to pre-order now.
IKEA UK hosts Maghrib during Ramadan
This one is simple. And that’s exactly why it works.
IKEA UK noticed that Maghrib, the prayer that marks the end of the fast during Ramadan, falls right in the middle of commuting hours this year. So they built a pop-up Iftar space. Somewhere to stop, sit down, and break your fast before getting back on the train.
Just a table, food, and an understanding that sometimes the most useful thing a brand can do is get out of the way and let people be people.
Community marketing gets talked about constantly and executed badly just as often. This is what it actually looks like: a brand reading the moment, responding to a real need, and creating something that means something to the people it’s for.
The thread across all of it this week is intentionality in casting influencers and creator talent. Each brand went looking for the person who made the campaign make sense, not just the person who would make people look.
And that’s exactly why they al landed so well
If you spotted a campaign we missed, let us know. And if you’re not already part of the conversation, you know where to find us on LinkedIn and Instagram @thebrandingblackbook.