PR Case Study - Multicultural - African Pride

Contest Boosts Brand Awareness and “Buzz”

African Pride Products, a hair care and beauty products company and client for over a decade, wanted to generate sales and excitement for their line at the Bronner Brothers show in Atlanta. Rosica created and executed a “Celebrity Look-a-Like” contest for show-goers, retailers, distributors and media. We secured hair stylists and their celebrity-resembling customers, and recruited notable judges, such as media personalities and real celebrities. Competitors showed up in costume with hair styled to look like Diana Ross, Lil’ Kim, Janet Jackson and others. The event secured hundreds of media placements nationally as well as in the Atlanta market, including daily and weekly newspapers, TV and radio, and national consumer and beauty trade publications. Due to the tremendous success of the contest, our client decided to make it an annual event.

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