We partnered with Procter & Gamble (P&G), one of the world’s leading consumer goods companies, on a mission to bring visibility and impact to Herbal Essences, one of its most expressive and nature-forward hair care brands.

Together, we launched a unique campaign that celebrated curly hair through the lens of Moroccan humor and creativity — and the results went beyond expectations:
+8 million views, thousands of organic shares, and a wave of curly-haired Moroccans proudly saying:
“Wach Fkhbarek Ch3rk Boucle?”

8M views in 1 campaign

THE CHALLENGE

How do you start a real conversation with Moroccans about curly hair care — and make it go viral?

That was the challenge.

Our goal was to communicate the benefits of Herbal Essences’ line for curly hair in a way that feels authentic, inclusive, and genuinely funny. We didn’t want traditional product placement — we wanted content that lives naturally on Moroccan social feeds.

THE BRAND

P&G is a global powerhouse behind iconic personal care brands. Its mission is to improve the lives of consumers around the world, every day.

Herbal Essences, under P&G’s umbrella, is known for its botanical formulas and nature-inspired positioning — with special lines tailored for different hair types, including curls that need extra care and definition.

CAMPAIGN OBJECTIVE & STRATEGY

Our mission was clear:
Make Herbal Essences’ curly hair line known, loved, and shared — especially among Gen Z and millennial Moroccans.

We designed a creative strategy built around three pillars:

  1. Virality through Humor – Using the catchy phrase “Wach Fkhbarek Ch3rk Boucle?”, we tapped into local slang and everyday situations to create short-form video content that speaks directly to the Moroccan audience.

  2. Creator-Led Storytelling – We partnered with relatable content creators who brought their own twist to curly hair topics, from awkward moments to proud curly transformations.

  3. Organic Distribution Power – Instead of pushing hard-sell ads, we created shareable moments — fun, engaging, and visually distinctive — to let the audience spread the message.

Language: Darija
Content: Viral organic videos
Distribution Platform: Social Media Channels