Girls Room

Agency | Razorfish

Brand | Dove

Creative Role | Associate Creative Director

Recognition | Essence | Ad Week | The Drum

Awards | 2020 Tribeca X Award for Best Series | 2020 Shorty Awards for Instagram Video Series

How we saw things

Dove Self Esteem Program (DSEP) partnered with Lena Waithe to create Girls Room, a content series looking at the real conversations young women are having and the issues they face. 

Across a series of 6 digital videos produced in collaboration with ATTN: the Razorfish team had the exciting task of bringing this campaign to life on social media. Leveraging Instagram stories and paid posts, Facebook and Twitter,  we created a series of activations that engaged teens, mentors, and parents where they were, online. 

I crafted the design framework for the social media campaign. I worked with editors to create simplified stories and social media teams to craft interactive designs. I helped craft the PR rollout for both the show and Lena Waithe.

We launched an episode each week.

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We drove interaction with cross-channel ads.

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We went deeper with targeted ads.

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The Reaction

Girls Room garnered 5.1M total views and 72K total engagements across ATTN:’s Facebook, Twitter, and Instagram channels.

Retention was strong, with an average of 6.4% on IGTV and an 8.9% retention to 50% viewed on Facebook

We successfully reached our target audience of girls aged 13-18. Of the 3.2M teens reached by the series, 97% were female.

The series achieved organic virality, bringing in 1.9M total organic views across the entire campaign