As part of my master’s class, I had the opportunity to dive into the identity and impact of Rizos Curls, a brand that sells products for textured hair. Their influence goes beyond hair products—they build community, uplift culture, and celebrate the beauty of natural, textured hair. My campaign, #RealRoots, takes that mission even further through a bilingual storytelling social media series that amplifies the voices of curly-haired individuals in the Latinx community.
What makes this campaign unique is its authenticity. In a world flooded with precise, polished, and seemingly “perfect” content and filtered beauty standards, #RealRoots offers something real. It presents identity, family stories, cultural memories, and personal empowerment—all through hair. The campaign will include posts about hairstyle tutorials, before-and-afters, and memes like “Curly Hair Problems.” It’s educational, emotional, engaging, and fun.
One of the biggest things I learned during this project is that Rizos Curls’ audience wants more than product promotions; they want representation, relatability, and resources to help them care for their curls confidently. That insight informed every aspect of the strategy, from platform selection to content type and design. The campaign will focus on Instagram and TikTok because that’s where Rizos Curls’ target audience is most active.
A social media campaign takes more than creative ideas—it’s also important to set data-driven goals. This campaign is backed by clear objectives: increasing brand awareness, boosting engagement, and driving website traffic. The campaign will be evaluated through metrics like hashtag usage, number of comments, and video views.
The #RealRoots campaign aims to be more than just good marketing. It’s a call to embrace your authentic self and celebrate with a community. It’s a movement for anyone who’s been told their hair was “unruly,” “messy,” or “too much.” This social media campaign will succeed because it understands the people it serves. It speaks their real language—literally and figuratively.
