WHAT WE DID

Egami knows that during the holidays, African American women are always looking for new and improved hair solutions and trends that will make them look their best without spending all the holiday cash. To deliver this message and position Target as the solution, EGAMI engaged style and beauty expert Tai Beauchamp and celebrity hair stylist “Dickey,” to be featured in a series of “how to” videos where each shared their hair care tips by using their favorite Target-sold multi-ethnic hair care products. These videos were built into a larger hair care how to series that lived exclusively on Target’s online magazine, ABullseyeView.com.EGAMI conceived, scripted and curated the videos, and heavily promoted them to the social media fan bases of Target and each influencer, generating heavy engagement. EGAMI offered Tai for interviews with influential beauty and style media outlets to promote the ABullseyeView.com series and increase awareness of multi-ethnic products available at Target.

EGAMI also strengthened Target’s position among priority African American beauty media by providing specially-curated holiday beauty boxes of multi-ethnic hair products from Target.