Shea Moisture

OVERVIEW — Shea Moisture® had a long history but recognized that changing times and digital marketing presented new opportunities, which brought them to Efferent Media. They knew that community support was one of their most powerful assets. Efferent Media created a strategy and implemented a successful plan that positioned Shea Moisture® as the best source for the African-American community’s hair and skincare needs, creating tremendous growth and a highly responsive community management team. The results were so phenomenal, Shea Moisture® was acquired by a major corporation.

BACKGROUND — Shea Moisture® was created by Sofi Tucker in 1912 in Bonthe, Sierra Leone. To this day, Shea Moisture®’s mission remains the same: to provide eco-friendly, cruelty free, and fair-trade products made of completely organic and natural ingredients. Generations later, it became an immigrant-owned brand operating out of Amityville, New York. The company was experiencing growth beyond what its current infrastructure could support. At the same time, they saw an opportunity to become the “first in class” provider in their community. Shea needed significant work behind the account to seize this opportunity, and had no time to spare. With Efferent Media’s help, they secured a significant foothold within their community and wide brand recognition. That led to an acquisition offer from a Fortune 500 corporation valued at more than $4 billion.