U.S. HISPANIC
Monks’ Casey Savio Samuels: “Culture played a key role in the development of #MyHairAMiModo”
21 de febrero de 2025
The campaign was inspired by social conversations about “Good Hair” and “Bad Hair” on platforms like Reddit, Instagram and TikTok, as well as a multicultural study of Generation Z's own
Dove’s #MyHairAMiModo campaign has been a resounding success, not only for its reach and volume of conversation, but for its impact on the Latino and African-American community. This is confirmed by Casey Savio Samuels, SVP, Director of Social Strategy & Planning at Monks, the agency behind the campaign. The initiative was honored in the Hispanic category at the ANA 2024 Multicultural Excellence Awards.
“We knew we wanted to measure the impact of working with multicultural audiences,” says Samuels. To do so, they conducted a brand lift study that revealed strong brand support and recall among bicultural and non-acculturated Hispanic consumers.
But more importantly, according to Samuels, “Hispanic and even black consumers felt that the work highlighted real group traits that are fundamental to their identity. This demonstrates the authenticity and integrity of the campaign, which was able to connect with the experiences and feelings of its target audience.
“Culture played a pivotal role in the development of #MyHairAMiModo.” The campaign was inspired by social conversations about “Good Hair” and “Bad Hair” on platforms like Reddit, Instagram and TikTok, as well as a multicultural study of Generation Z’s own.
This study revealed that 64% of Latinas feel pressure to have “Good Hair” not by themselves, but by society. This finding became the central idea of the campaign, which seeks to challenge stereotypes and celebrate the diversity of hairstyles.
The biggest challenge of the campaign was to ensure that it was true to the experience of Hispanic and black women who face discrimination on a daily basis because of their natural hair. To do this, it was critical to include people from the culture in the creative process, ensuring that Dove was authentic in its message of empowerment and self-expression.
According to the executive, the success of the initiative demonstrates the importance of authenticity, inclusion and a deep understanding of the culture a campaign is targeting.
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