Project Main Details
Should sound between 35 and 45 years old. Nice, even read by someone who knows how to own the words.
No over-performers, please. Should feel very authentic and conversational. 2017-05-01 22:52:28 GMT 2017-05-03 13:00:00 (GMT -05:00) Eastern Time (US & Canada) Yes (click here to learn more about ) Closed 4 4 1 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 20 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 4 audition(s) and/or proposal(s) so far.
Help them turn their whole natural hair care line into a best seller.
Good news was that people already loved the Cantu brand.
Bad news? Most of them didn't know Cantu had so much more to offer than just conditioners.
So we set out to reposition the Cantu brand as the expert of all things "Curly."
Natural, wavy, swavy (sway-vee) and coily.
And show consumers tips and tricks on how to get any natural style with Cantu.
To help amplify the message, we identified a growing trend within the natural hair community.
Like dedicated mixologists, many consumers were experimenting and "cocktailing" recipes out of multiple products and brands.
Not realizing the Cantu line could be the key for so many of the looks they were hoping to create.
So all we needed was a virtual megaphone, and a rallying cry:
My Curl. My Cantu.
We tapped into that robust online cocktailing community to help spread the word.
Creating useful "Textured Hair Tutorials" combined with out of home, digital and other receptive audiences in major trend-leading cities like LA and NY.
Generating awareness and encouraging them to post their looks with the hashtag #mycantu.
We received thousands of inspiring submissions from the natural community.
Video views are at a million and a half and counting.
All combining to help Cantu's sales increase by 42.6 percent.
The campaign even got attention in Europe and Africa,
helping it get expanded worldwide distribution.
Cantu went from number 6 in the market to a textured hair "must have" in just one year.
Helping propel it all the way up to number 2 in the category.
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