We facilitated Pump's entry into the realm of curly hair care through our 'Get the method, forget the madness' campaign. Infused with the rebellious spirit of the initial American curly girl movement, we injected Pump's vibrancy and a touch of Australian playfulness.

Operating within a modest test budget, we leveraged one model and a singular photoshoot to produce a diverse array of curly girl styles. This initiative resulted in an abundance of content for both promotional efforts and educational purposes.

The impact of the campaign extended beyond driving a notable influx of customers to Pump's online store. It also sparked a remarkable 34% increase in brand searches while the campaign was active in the market.