P&G's My Black is Beautiful IG Makeover

Client: Procter & Gamble (My Black is Beautiful) | Role: Social Strategist / Copywriter | Discipline: Brand Repositioning & Community Strategy

The Ask: Reconnect the brand with its audience after their mindset and lifestyle had shifted — the existing tone and voice no longer matched.

What I Made: A full tone-and-voice overhaul plus content strategy — identified and spotlighted cultural moments relevant to Black women’s lived experience, pushed for relatable voices over polished brand-speak, and advocated for reposting user-generated content.

Result (as documented): Increased engagement and visibility through original, resonant quotes and a new tone.

Highlighted cultural moments.

To increase visibility, I identified and highlighted moments relevant to our audience’s journey as a Black woman.

Advocated for relatable inspiration.

For more engagement, I advocated for voices they can relate to.

Showed fans love.

To celebrate the community, I pushed for reposts of user generated content sent to us.