BHS - The Hot Girl Wash

My Role:
If the brand BHS gave you the task of making dandruff shampoo “cool” - it might leave you scratching your head. But in reality - dandruff shampoo is cool because it leaves you empowered and flake-free. As strategy director, I had to make that truth shine.

My Approach:
In an effort to win the hearts of Gen Z across TikTok, we decided to reimagine a trend that had already conquered the world at a brisk pace - The Hot Girl Walk. With a whopping 597M views across TikTok, #hotgirlwalk had the sass, fun and viral spirit we were after.

And so, The Hot Girl Wash was born. We created an electric custom track with “Hot Girl Wash” at the center to get women engaged and excited about shaking up their shower routine.

Why It Worked:
We tasked several influencers to lead the charge and before we knew it, we had generated over 15 million views and absolutely zero flakes.